Voice of the Customer in Product Development PDMA Learning and Networking Event January 21, 2010

The Oregon chapter of the Product Development and Management Association (PDMA) invites you to its first 2010 Learning and Networking Event; "Proven Techniques Turning Customer Requirements into Successful Products! Using 'Voice of the Customer' processes to develop products that meet REAL market needs."

A major component of business success is developing products that meet customer needs and provide superior value. Meeting customer needs requires that those needs be understood. The "voice of the customer" (VOC) is the term to describe the stated and unstated customer needs or requirements. The voice of the customer can be captured in a variety of ways: direct discussion or interviews, surveys, focus groups, customer specifications, observation, warranty data, field reports, etc.

This program will explore the practical side of collecting and using the VOC. Frank Binnendyk, and expert in VOC and a founder partner of Customer Alignment Consulting will explain the basics of this market research methodology. Then, three representatives from companies that have used the VOC research will provide a users' perspective. They will explain why and how they did it; how they used the information gathered; if it worked well or didn't meet their expectations and what were their VOC lessons learned. Ed de la Fuente VP of Marketing from Aperion Audio, John Williams Product Marketing Manager from FEI and Robert Buxton a High Tech B2B Professional will present company examples. The contrast between these types of companies will provide insights into how a VOC program can be scaled and adapted to meet the needs and resources of any company.
After presentations by the panelists, members of the audience can express opinions and ask questions of the panel during the Q&A session.

Event Details
Thursday, January 21, 2010
5:30 - 6:00 pm Registration and Networking
6:00 - 7:30 pm Presentations and Q&A

Portland State Business Accelerator Building
2828 Southwest Corbett Avenue
Portland, OR 97201
(503) 725-2312

$20 on-line registration prior to the event.
$25 at the door

Register now at www.pdma.org/oregon

For more detailed information, contact:
John Huber VP of Programs, PDMA Oregon Chapter
(503) 706-8350
jphuber@ieee.org

Press announcement released by Steve Gerts, VP Communications, PDMA Oregon Chapter

Official Website: http://www.pdma.org/oregon