Customer-centric product definition: the key to great product development
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
AMACOM
2002
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 223 S. Ill., graph. Darst. |
| ISBN: | 0814406688 9780814406687 |
Internformat
MARC
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| 245 | 1 | 0 | |a Customer-centric product definition |b the key to great product development |c Sheila Mello |
| 264 | 1 | |a New York, NY [u.a.] |b AMACOM |c 2002 | |
| 300 | |a XVI, 223 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-017177695 | ||
Datensatz im Suchindex
| _version_ | 1804138701927743488 |
|---|---|
| adam_text | Contents
Preface xiii
Acknowledgments xv
Introduction: Market-Driven Product Definition: The
Key to Defuzzing the Fuzzy Front End 1
If You Don t Know Where You re Going, You ll Never
Get There 1
If You Don t Ask the Customer, You ll Probably Go to
the Wrong Place 2
The Value of a Customer-Centric Focus 2
Putting First Things First: Starting With the Product
Definition Process to Close the Customer-Centricity
Gap 3
What Makes MDPD Different? 5
What s in the Rest of the Book? 7
Chapter 1 The Case for Market-Driven Product
Definition: The Universal Problem 10
The Edsel vs. the Mustang 11
What Ford Learned From the Edsel Experience 12
The Customer Drives the Definition of the Product 14
The Product Development Process Holds the Key 16
Product Decisions Must Come Before Development 16
Poor Product Definition Is the Single Biggest Factor in
Product Failure 18
v/7
YJH Contents
Fuzzy Thought, Fuzzy Development, Fuzzy Products 19
The Company Doesn t Always Know Best—and the
Customer Is Not Always Right 22
Bio-Rad 23
Understanding the Voice of the Customer: Putting
MDPD to Work 25
Introducing MDPD 27
Chapter 2 Applying the Timeless Seven Ps:
Beginning at the Beginning 29
Critical Success Factors at the Planning Stage 30
The Impact of Team Composition on Project Success 33
Planning Is Especially Important in Fast-Moving Industries 35
Establishing a Mission Statement 37
Components of the Mission Statement 38
Developing a Project Plan 42
Developing a Visit Matrix 42
Chapter 3 The Customer Visit: Who Is the
Customer? 44
Talking to the Right Customers 44
Segmenting Customers 45
It s Far From Obvious 47
Linear Bearings Manufacturer Discovers the Real Customer 48
Constructing the Visit Matrix 50
Preparing the Visitation Team 53
Knowing When Enough Is Enough 55
Researching Breakthrough Products 55
Failure to Plan Is Planning to Fail 58
Chapter 4 Understanding the Voice of the
Customer: Hearing What Customers
Are Really Saying 59
Ask, Don t ASSUME: The Need for Structure and
Detail 59
Picture Painting 62
Develop the Art of Probing 63
Contents /x
The Value of Context 64
Work in the Customer s Natural Habitat 65
Create an Interview Guide, Not a Script 66
Types of Questions for the Interview Guide 67
What the Interview Is—and Is Not 68
The Nitty-Gritty of the Interview Process 68
A Vivid Customer Image Is Ultimately Priceless 71
Customer Satisfaction Survey or Focus Group It Is
Not! 73
Prepare, Practice, Review, Revise, and Debrief 73
Potential Pitfalls 74
Chapter 5 Seeing Life Through the Customer s
Eyes: Creating an Image Diagram 76
Invest in a Process to Minimize Failure 76
Some Companies Get It, Some Don t 77
Why an Image? 78
Building the Image 79
Reducing Images to the Critical Few 81
Constructing the Image Diagram 82
Language Analysis Method 83
Chapter 6 Translating the Voice of the Customer:
Identifying Product Requirements 86
Images + Voices = Requirements 86
Creating Requirement Statements 87
Selecting Key Requirements for Requirements
Diagrams 91
Multidimensional Requirements 92
Chapter 7 Establishing Metrics: If You Can t
Measure It, You Don t Understand It 97
Establishing Metrics Early Helps Developers Make
Intelligent Decisions 97
Making Requirements Measurable 98
Metric Development 99
Measuring the Wrong Thing 100
x Contents
SMART Metrics 103
Your Customer, Your Competition, and You 106
Chapter 8 Putting Requirements to the Test:
Surveying to Validate and Prioritize
Customer Needs 108
The Need to Survey 108
Meeting Survey Goals by Selecting the Right Sample 111
Ensuring a Good Response 113
Determining the Survey Methodology 113
Elements of the Survey 114
Self-Stated Importance of the Requirements 115
Applying the Kano Method of Questioning 118
Attractive, Must-Be, One-Dimensional, or Indifferent
Requirements 122
Chapter 9 Beginning Product
Commercialization: Using Survey
Results to Evaluate Existing Solutions 126
The Value of Integrating Product Commercialization
and Product Definition 126
Refining the Survey Data and Weighting Results 127
All Results Are Not Created Equal 133
Analyzing Existing Solutions 137
Weighting Solutions Relative to the Best-in-Class 139
Evaluating Existing Solutions Using a Weighted Matrix 139
Divining Where Your Competitors Are Going 140
Getting to the Finish Line 145
Chapter 10 From Opportunity to Solution:
Generating Creative Ideas 147
Turning Opportunities Into Potential Solutions 147
Been There, Done That 148
Beyond Generic Brainstorming to Solution
Brainstorming 149
Thinking Outside the Box 151
Whom to Involve? 153
Contents xj
Alternatives to Brainstorming 154
The Value of Value 158
Chapter 11 Hitting the Market s Sweet Spot:
Selecting Solutions That Customers
Value 160
Making the Hard Choices 160
Involving Customers 162
Conjoint Analysis 162
Value Mapping as a Technique for Prioritizing
Solutions 163
Value Mapping 165
Assessing Constraints 166
Assessing Solutions in the Context of the Product Life
Cycle 167
Assessing Solutions That Include Nonproduct
Augmentations 169
Solutions Aligned With Strategy 170
Developing for Differentiation 171
Partnerships 172
The Beginning of the End—or the End of the
Beginning 173
Chapter 12 Co-Wired MDPD: Global Product
Definition Using the Web 175
New Business Models Require a New Development
Model 175
Getting Close to Customers, Virtually 176
Gathering Customer Data—the Ideal Versus the Real 177
Using the Web for Data Gathering 179
Using the Web to Evaluate Solutions 179
Developing a Customer Database 181
Remote Collaboration 182
Web Tools for Collaboration 184
Time to Market or Time to Profit? 185
Follow the Customer, Follow the Money 187
xjl Contents
Appendix 189
The Customer Matrix and Interviews 190
The Image Diagram 190
The Requirements Diagram 190
Metrics 193
The Survey 195
The Survey Results 195
Idea Generation 206
Evaluating Solutions 210
References 213
Index 219
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| illustrated | Illustrated |
| indexdate | 2024-07-09T21:32:23Z |
| institution | BVB |
| isbn | 0814406688 9780814406687 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017177695 |
| oclc_num | 47183630 |
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| physical | XVI, 223 S. Ill., graph. Darst. |
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| spelling | Mello, Sheila Verfasser aut Customer-centric product definition the key to great product development Sheila Mello New York, NY [u.a.] AMACOM 2002 XVI, 223 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Customer relations New products Planning Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 s Kundenorientierung (DE-588)4316837-1 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017177695&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| subject_GND | (DE-588)4139402-1 (DE-588)4316837-1 |
| title | Customer-centric product definition the key to great product development |
| title_auth | Customer-centric product definition the key to great product development |
| title_exact_search | Customer-centric product definition the key to great product development |
| title_full | Customer-centric product definition the key to great product development Sheila Mello |
| title_fullStr | Customer-centric product definition the key to great product development Sheila Mello |
| title_full_unstemmed | Customer-centric product definition the key to great product development Sheila Mello |
| title_short | Customer-centric product definition |
| title_sort | customer centric product definition the key to great product development |
| title_sub | the key to great product development |
| topic | Customer relations New products Planning Produktentwicklung (DE-588)4139402-1 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| topic_facet | Customer relations New products Planning Produktentwicklung Kundenorientierung |
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