Lecture Voice of the Customer (Best)
In the world of developers and designers, understanding the customer is not always obvious. In their own pursuit of goals of perfection, the customer's needs sometimes get lost and the product proves unsellable.
A presentation with a marketing topic proved appealing to a very diverse group. Entries came from all over the region and beyond.
The speaker Dr Pamela Pauwels aptly brought to light how the development of a product can go in the wrong direction. She also made it clear to the 26 participants how it should be done.
The seclusion of the Prinsenhof hall in Best meant that questions and comments from the participants were automatically included in the presentation. Pamela's fluent speaking style ensured a clear line in the story, while all the ifs and buts surrounding the thorough embedding of the customer's wishes in the development process were also addressed.
Fine presentation with all praise from the participants. Further details in the presentation announcement can be read here.
Description
Listening to the customer is expensive, but understanding the customer is priceless: the role of the voice of the customer in product development.
A presentation on Customer Centric Innovation Tools within Philips.
"People don't want quarter-inch drills. They want quarter-inch holes," said Theodore Levitt (1946). You can go one step further. They don't want holes at all, they just want to be able to hang a painting. Customers buy products because it helps them achieve a certain outcome or goal.
Since 2006, we have been using Customer Centric Innovation tools at Philips. These tools put the customer first and start from customer needs. These tools ensure that the innovations really connect to the needs of our customers. In her presentation, Pamela Pauwels discusses the various tools used within Philips.
How do you identify needs? How do you translate those needs into ideas and products. Furthermore, she also discusses how to turn an organisation like Philips from a 'product-driven' organisation to a 'customer-centric' organisation and what the role of the different functions within the organisation is to make this happen.
Innovation is not the property of a particular function but of the entire organisation. Changing a large organisation is a long-term process. Great strides have been made within Philips to give the 'voice of the customer' a more prominent role and to develop products that meet customer needs.
Speaker(s)
Dr P.Z.H Pauwels, Director Customer Insight and Innovation, Philips Healthcare
Location
Hoofdstraat 43, 5683 AC Best
Organiser
Region South
Name and contact details for information
ing. Koos Mulder