Eight Ways to Screw Up Your Voice of the Customer

Presented by: Gerry Katz, Executive Vice President, Applied Marketing Science, Inc.

How often has your team argued over what features to include in a new product?

How often have you thought your idea was the next "killer app" only to have disappointing sales upon release?

Have you ever wondered why, even after extensive customer interviews and analysis, you still are unsure what the "real" needs are?

Getting the Voice of the Customer right is clearly one of the most critical aspects of new product development. Yet all too often, despite efforts to the contrary, product developers end up specifying products that fall short. Gerry Katz, one of the top experts in VOC, offers pointers on what to do—and what not to do—to ensure a true reading of customer needs and wants.

The session will cover the key areas which make all the difference in how you gather and use VOC data. It is an excellent opportunity for those in both marketing and engineering to listen together and identify some simple fixes for your own VOC process.