hope you can join me on December 6 for my Association of International Product Marketing and Management webinar "Why the Way You Collect the Voice of the Customer Matters".
Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as “Voice of the Customer” and just viewed as a “check box” item. In this discussion we will describe how there are different approaches to collecting the Voice of the Customer and how the misapplications of each approach will unintentionally bias the results that are obtained. We will discuss three different approaches for voice-of-the-customer surveys: Product features, job-to-be-done and unmet needs. These different VOC approaches will be correlated with project portfolio classifications for different levels of innovation—incremental, radical or disruptive. Recommendations for how to apply them in different segments of the value chain will also be provided.
The The Association of International Product Marketing and Management (AIPMM), promotes worldwide excellence in product management education and provides value to its individual members, corporate members, strategic partners and sponsors by providing valuable content, training, education, certification and professional networking opportunities.