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Weekend
21 Hrs/3days Weekend Morning-Batch USD 350
INR 18000
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CURRICULUM

Voice of Customer

  • 1.1 VOC Introduction
  • 2.1 Market & Product Planning: A Starting Point for Voice of the Customer
  • 2.2 The Product Planning Process
  • 2.3 Define the Target Market
  • 2.4 Market Definition Exercise
  • 2.5 Position the Product
  • 2.6 Identify Characteristics of the Customers in the Target Market Segment
  • 3.1 Types of Customer Needs
  • 3.2 Kano Model - A Useful Framework for Understanding Different Types of Customer Needs
  • 3.3 Spoken and Unspoken Needs
  • 3.4 Identify Opportunities for Excitement
  • 3.5 Impact of the Customer Relationship on Capturing VOC
  • 3.6 Internal vs. External Perspective of Needs
  • 3.7 Determining the VOC
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  • Participation in VOC Investigation
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  • Guidelines for Determining the VOC
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  • What Do We Want to Know
  • 3.7 Evolutionary Product Development and Continuous Customer Need Definition
  • 3.8 How Many Customers Do We Talk To?
  • 3.9 Customer Types
  • 3.10 Lead Users - Why They Are Important
  • 3.11 Validity and Reliability in VOC Research
  • 3.12 VOC Program Step-By-Step
    VOC METHODS AND FRAMEWORK
  • 4.1 VOC Method Framework
  • 4.2 Starting Point: What Are the VOC Objectives
  • 4.3 Methods for Capturing VOC
  • 4.4 Sales Input - Common, But Limited
  • 4.5 Market Research
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  • Market Research Phases and Typical Areas of Investigation
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  • Primary Research vs. Secondary Research
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  • Sources for Secondary Research
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  • Research Methods - Surveys vs. Testing
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  • Survey Methods
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  • Use of Web-Based Surveys - Advantages and Disadvantages
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  • Market Research Case Study Video: New Coke
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  • Market Research Exercise
  • 4.5 Customer Interviews
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  • The Three Types of Interviews - Which One is Best?
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  • Setting Up Interviews
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  • Preparing for Interviews
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  • Conducting Interviews
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  • Guidelines for Structuring Questions
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  • Customer Interview Exercise
  • 4.6 Focus Groups
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  • Advantages and Disadvantages
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  • The Two Types of Focus Groups
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  • Preparation
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  • Conducting the Focus Group
  • 4.7 Why Observation is Important - Going Beyond What the Customer Says
  • 4.8 Ethnography - What is It and Why is It Important
  • 4.9 Three Variations of Ethnographic Study - Contextual Inquiry, Empathic Design & Cultural Ethnography
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  • Contextual Inquiry (Ethnographic Interviews)
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  • Ethnographic Study
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  • Empathic Design - Making Effective Use of Observational Data
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  • Common Elements
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  • Steps in the Process
  • 4.10 Video Observation - What To Know Before You Bring The Camera
  • 4.11 Customer Observation Case Studies
  • 4.12 Customer Observation Exercise
  • 4.13 Participatory Design or Cooperative Design - Harnessing the VOC Directly
  • 4.14 Address Both Internal and External Customer Needs
  • 4.15 Other Sources of the VOC
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  • Warranty Data
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  • Customer Returns
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  • Customer Service/Support Feedback
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  • Direct Customer Feedback
  • 4.15 VOC Case Study Video: Intuit
  • 5.1 Objective In Organizing VOC Data
  • 5.2 Analyzing, Organizing and Distilling Customer Needs
  • 5.3 Affinity Diagramming - A Method for Organizing VOC Data
  • 5.4 Creating Statements of Customer Needs
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  • Guidelines for Creating Good Statements of Needs
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  • Customer Needs Statement Exercise
  • 5.5 Developing a Customer Needs Dictionary
  • 5.6 Determining Importance by Prioritizing or Ranking Customer Needs
  • 5.7 Maximizing Value with Conjoint Analysis
  • 5.8 Conjoint Analysis Example
  • 5.9 Conjoint Analysis Exercise
  • 5.10 Documenting and Presenting the VOC
  • 6.1 Reporting and Using Results: From Ideation to Product Specifications
  • 6.2 Problems with the Idea of "Features" Without a VOC
  • 6.3 Drawing on VOC to Develop Marketing Platforms and Product Extensions
  • 6.4 Prioritizing Customer Needs
  • 6.5 Customer Needs - Refrigerator Example
  • 6.6 Introduction to Quality Function Deployment (QFD)
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  • The QFD Process
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  • QFD Product Planning Matrix (PPM)
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  • QFD Product Planning Matrix - Refrigerator Example

Exam & Certification


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