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Workshop

Voice of Customer Workshop: The First Step in Designing Superior Products and Services

How to truly understand what customers want - and why

Workshop Code: MW-20

Day & Time: Monday, Oct 15, 2012 - 1:00 PM

Length: 4 hours

Cost: $200.00 USD

Knowing what customers want and why they want it is the key to success. It is why companies like Toyota and Apple design such successful products. So successful, in fact, that their competitors often scramble just to imitate them. The process is very different from just taking today's products, improving them and adding new functionality. It's also different from asking customers what they want. Customers didn't know they wanted an iPod until Apple made that for them - and then they wanted that very much. Customers expect manufacturers to figure out what they want. This workshop teaches attendees how to understand what customers want, and how to explain it so that product and process designers can deliver the superior products customers are looking for.

In this workshop:

  • Hear why you need to know what customers want - even when they don't know it themselves.
  • Find out how to identify your target customers.
  • Learn to identify categories of customer interest.
  • Hear how to define the voice of customer in engineering terms.
  • Rate how important various design factors are to customers.
  • Find out how to write a customer interest knowledge brief.
  • Hear how you can deliver what your customers want.

Targeted Convergence Corporation (TCC)

Targeted Convergence Corporation (TCC) developed Learning-First Product Development, based on Toyota product development methodologies. TCC specializes in training, coaching and software tools in the following areas: how to truly understand what customers want and why; fundamentals of lean problem solving; how to use quick wins to change culture and behavior; how to solve complex problems without creating new problems; how to eliminate loopbacks and firefighting; how to use visibility to speed time-to-market and innovate; how to find optimal solutions not visible today; and how to reuse knowledge to improve cost, quality and time-to-market.

Ed Minnock

Ed Minnock is a vice president at Targeted Convergence Corp. Ed is a recognized leader in product development and has helped companies throughout the Americas, Europe, Asia and the Middle East. A former executive at Hewlett Packard, Ed has over 25 years of experience managing and improving product development in the technology industry. He is an accomplished speaker and workshop facilitator and has a BS in industrial engineering/operations research from Cornell University and an MBA from Colorado State University. Ed, Kent Harmon and Michael Kennedy authored Ready, Set, Dominate: Implement Toyota's Set-Based Learning for Developing Products and Nobody Can Catch You.

Kent Harmon

Kent Harmon is a vice president at Targeted Convergence Corp. Kent has more than 20 years of experience, managing and improving product development in the high technology industry. Well-known within the product development management community, Kent has published articles and addressed many groups on improvement issues. In addition to the breadth of his experience, Kent holds a BS in engineering physics and an MS in engineering management. Kent, Ed Minnock and Michael Kennedy authored Ready, Set, Dominate: Implement Toyota's Set-Based Learning for Developing Products and Nobody Can Catch You.

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