Customer-Centric Product Definition: The Key to Great Product

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PDC Professional Publishing, 2003 - Всего страниц: 223
 

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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
POOR PRODUCT DEFINITION Is THE SINGLE BIGGEST FACTOR IN PRODUCT FAILURE
18
FUZZY THOUGHT FUZZY DEVELOPMENT FUZZY PRODUCTS
19
THE COMPANY DOESNT ALWAYS KNOW BEST AND THE CUSTOMER Is NOT ALWAYS RIGHT
22
SMART METRICS
103
YOUR CUSTOMER YOUR COMPETITION AND You
106
Surveying to Validate and Prioritize Customer Needs
108
MEETING SURVEY GOALS BY SELECTING THE RIGHT SAMPLE
111
ENSURING A GOOD RESPONSE
113
ELEMENTS OF THE SURVEY
114
SELFSTATED IMPORTANCE OF THE REQUIREMENTS
115
APPLYING THE KANO METHOD OF QUESTIONING
118

BioRad
23
PUTTING MDPD TO WORK
25
INTRODUCING MDPD
27
Beginning of 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
THE CUSTOMER VISIT Who Is the Customer?
44
SEGMENTING CUSTOMERS
45
ITS 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
FAILURE TO PLAN Is PLANNING TO FAIL
58
UNDERSTANDING THE VOICE OF THE CUSTOMER Hearing What Customers Are Really Saying
59
PICTURE PAINTING
62
DEVELOP THE ART OF PROBING
63
THE VALUE OF CONTEXT
64
WORK IN THE CUSTOMERS NATURAL HABITAT
65
CREATE AN INTERVIEW GUIDE NOT A SCRIPT
66
Types of Questions for the Interview Guide
67
WHAT THE INTERVIEW IsAND Is NOT
68
A VIVID CUSTOMER IMAGE Is ULTIMATELY PRICELESS
71
CUSTOMER SATISFACTION SURVEY OR Focus GROUP IT Is NOT
73
POTENTIAL PITFALLS
74
Creating an Image Diagram
76
SOME COMPANIES GET IT SOME DONT
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
Identifying Product Requirements
86
CREATING REQUIREMENT STATEMENTS
87
SELECTING KEY REQUIREMENTS FOR REQUIREMENTS DIAGRAMS
91
MULTIDIMENSIONAL REQUIREMENTS
92
ESTABLISHING METRICS If You Cant Measure It You Dont Understand It
97
MAKING REQUIREMENTS MEASURABLE
98
METRIC DEVELOPMENT
99
MEASURING THE WRONG THING
100
ATTRACTIVE MUSTBE ONEDIMENSIONAL OR INDIFFERENT REQUIREMENTS
122
Using Survey Results to Evaluate Existing Solutions
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 BESTINCLASS
139
DIVINING WHERE YOUR COMPETITORS ARE GOING
140
GETTING TO THE FINISH LINE
145
FROM OPPORTUNITY TO SOLUTION Generating Creative Ideas
147
BEEN THERE DONE THAT
148
BEYOND GENERIC BRAINSTORMING TO SOLUTION BRAINSTORMING
149
Thinking Outside the Box
151
WHOM TO INVOLVE?
153
ALTERNATIVES TO BRAINSTORMING
154
THE VALUE OF VALUE
158
HITTING THE MARKETS SWEET SPOT Selecting Solutions That Customers Value
160
INVOLVING CUSTOMERS
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 ENDOR THE END OF THE BEGINNING
173
COWIRED MDPD Global Product Definition Using the Web
175
GETTING CLOSE TO CUSTOMERS VIRTUALLY
176
GATHERING CUSTOMER DATA THE IDEAL VERSUS THE REAL
177
USING THE WEB FOR DATA GATHERING
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
Appendix
189
THE CUSTOMER MATRIX AND INTERVIEWS
190
METRICS
193
THE SURVEY
195
IDEA GENERATION
206
EVALUATING SOLUTIONS
210
References
213
Index
219
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