June 27 Webcast: Gerry Katz on Voice of the Customer (VOC)

Hijacked Again! Three Trends in the Field of Voice of the Customer - Some Welcome, Some Not

June 27 Webcast
2-3 pm EST

If you weren’t able to attend the April Pittsburgh Chapter Innovation Forum where Gerry Katz presented, be sure to catch this Webcast at the end of the month.

In this highly informative and entertaining webinar, Gerry Katz Executive Vice President of Applied Marketing Science (and product development guru) will lay out three major trends in the field of Voice of Customer (VOC), which he classifies as:

• The Naysayers

• The Stretchers

• The Technovangelists

He’ll then discuss some of the pluses and minuses of these trends and what companies can do to take advantage of the benefits and avoid the pitfalls. Finally, Katz will challenge the conventional wisdom about the role of Social Media in VOC.

Sound Bites from 4/18 VOC Innovation Forum Event - Presenter: Gerry Katz

Commentary from Jeff Thompson - PDMA Pittsburgh Chapter President, Director Innovation Programs at McKesson Automation

Thanks to all who came out last night. We had great attendance - about 40 people - for the recent PDMA Pittsburgh Innovation Forum: “Hijacking the Voice of the Customer”. 

In addition to being a great presenter Gerry Katz brought significant personal hands on experience to the table.   He certainly made me ponder many items I see us doing (or I do) and asking why? why not? and just considering the limits. A few of the notes I scratched for myself, sound bites if you will, were:

“Products inspired by customers” 

      What a neat quote and clearly a well executed VOC effort can lead to this.  But that quote makes me pause when I use it to evaluate the products around me.  Are those products truly inspired by customers or are the inspired by us?   I think this quote could provide some great focus for development teams.  I’m wondering just how to use it.

“Understand the needs (jobs to be done) in the VOC execution”    

      It sure sounds simple and I think most of us would agree with it, but would reviewing VOC results demonstrate this was accomplished?   It seems like a good test to me.  I’m using this!

“Frequent mentions (during VOC) don’t define priority or importance; they simply represent top of mind”  

      I could not agree more but this is a easy trap to fall into.  It might be good to keep this awareness in sight as we evaluate the VOC results; it seems an especially easy trap to fall into when using QFD

  

What did you takeaway from the presentation?

#HijackingVOC Innovation Forum Tonight!

Hijacking the Voice of the Customer

Presented by Gerry Katz, Executive Vice President, Applied Marketing Science

Thursday, April 18, 2013
5:00 - 6:00 p.m.
Regional Learning Alliance at Cranberry Woods

For some time, the definition of the Voice of the Customer (VOC) has been stretched, diluted, and some would even say hijacked, in ways both good and bad. 

Gerry Katz, Executive Vice President at Applied Marketing Science, will discuss all of the misconceptions and mis-definitions about VOC, and then will set the record straight by explaining: where VOC came from; its critical role in New Product Development; and some of the tried and true ways it has been gathered and used over the years.  Finally, we will look at some of the new methods for gathering VOC data such as Web Scraping, Text Analytics, and the use of Social Media.

REGISTER NOW

Follow the event live tonight @PDMApittsburgh 

#HijackingVOC