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Getting
the Voice of the Customer Right:
Mastering the Art of Customer
Visits
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Auckland:
Tuesday 24 March, 2009
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| Christchurch:
Thursday 26 March, 2009 |
| Workshop:
9.00am
- 5.00pm |
Led by the foremost authority on customer visits:
EDWARD F. McQUARRIE,
Ph.D.
An intensive one-day seminar
on how to design, conduct and analyze customer visits
for new product innovation. Learn proven techniques
to identify customer needs - including unmet, unspoken
needs - and significantly boost your product success
rate.
This course was fully booked when run in June 2007
& February 2008. Register
now to reserve a place. |
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| EDWARD
F. McQUARRIE, Ph.D.
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Professor
Edward McQuarrie is the Associate Dean for Assessment
in the Leavey School of Business and Professor
in the Department of Marketing at Santa Clara
University.
Considered to be a leading VOC expert, McQuarrie
is also the author of two ground breaking books
on the subject including Customer Visits:
Building a Better Market Focus and
The Market Research Toolbox: A Concise Guide
for Beginners.
He
has taught seminars on Effective Customer Visits,
Managing Focus Group Research, Marketing Research
Methods, and similar topics for Hewlett Packard,
Sun Microsystems, Digital Equipment, Apple Computer,
Compaq Computer, Informix, Sybase, Varian Associates,
Cadence Design, and others.
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EACH
SESSION IS LIMITED TO 35 ATTENDEES AND IS ESPCIALLY
GEARED TO INDUSTRIAL AND B2B MARKETS.
Specific industries that will gain the most benefit
from this seminar include: computers, electronics,
industrial equipment & supplies, medical devices,
financial services, hospital supplies, and building
infrastructure. |
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| LEARN |
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The ABC's of customer visits - when to do
them, how many are enough, how to assemble
the team, how to ask the right questions and
how to report out the key findings
* How to understand what customers can (and
cannot) tell you - stop wasting time on questions
that don't work and identify questions that
will yield real insight!
* Analytical tools to link the Voice of the
Customer to product design and key business
decisions
* How to gain the organizational buy-in required
for a successful customer visit program
* Why a cross-functional team approach for
customer visits is a MUST and how to prepare
these teams for success |
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"Most
product development is driven from a technology
perspective. About 15 years ago Ed McQuarrie
taught us how to run a customer visit program
at Apple. Since then I've seen Ed's process
applied successfully on many projects at
Microsoft, Apple, Palm and in much smaller
startups.
Ed's visits to New Zealand in June 2007
and February 2008 were a great success and
it's fantastic that he is returning. He
truly is a world authority. This
workshop is a must attend event for innovators
who want to be market driven".
Dr Richard Mander
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| Who
should attend |
VPs, Managers and Directors of New Product Development,
Engineering, R&D, Product Management, Marketing,
Technology, Quality, Business Development, Strategic
Planning and any position with responsibilities
related to identifying and responding to customer
needs and market developments. |
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| Information & Registration |
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| Workshop Supporters
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Principal
Supporter:
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Workshop
co-ordinator:
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TechNZ is the business investment programme of the Foundation
for Research, Science and Technology |
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SmartNet, Mancan House, 236 Manchester Street, PO Box 13-577, CHRISTCHURCH
Phone: (+64 3) 366-7874 Fax: (+64 3) 366-7807 |
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