Voice of Customer (VoC) Techniques

OBJECTIVES OF THE PROGRAM

• Know how and when to use Voice of Customer (VoC) Techniques
• Know the basics of interviewing and build your skills to ask the right questions and maximize the results of your VoC campaign
• Learn how to use different tools to facilitate the analysis of the results
• Deploy a concrete action plan at the conclusion of VoC

BENEFITS FOR THE COMPANY

• Develop the right solutions for the right customers at the right time
• Get a better ROI on your new product development (NPD) projects
• Create a real value for your customers in your product and service offerings
• Develop your product faster with a good feedback from the market and less “back and forth” within the projects

PROGRAM

WORKSHOP 1 | Plan your field research project (3 hours)

• Why use field research?
• Why choose the interview technique from all available ?
• Steps in the research cycle for greater success
• Step 1: Clarify your research plan/project

WORKSHOP 2 | Prepare and refine the interview guide (3 hours)

• Step 2: Clarify the initial assumptions and information you are seeking to know, understand or confirm.
  • Formulate good questions
  • Structure the interview guide
  • Best practices for conducting interviews
• Step 3: Test your interview guide and cumulate your data

WORKSHOP 3 | Analyze results and prioritize R&D actions (3 hours)

• Continued Step 3: Collect data through interviews
• Step 4: Analyze the data
  • Analytical Tools
• Step 5: Prioritize NPD actions

TRAINER

Magali Pelletier, Senior advisor, IDP

Magali Pelletier is a Senior Consultant in Product Development and Marketing Management at IDP, with over twenty years’ experience as a manager in various manufacturing companies (B2B and B2C) and as a strategic consultant and trainer in her own consulting firm. Thanks to her skills in Fuzzy Front-End market analysis and strategic thinking, combined with a hands-on approach to product development and management, Magali excels at setting up and managing product innovation structures and portfolios. Her passion, curiosity and entrepreneurial flair make her a dynamic consultant and trainer with a constantly adapting hands-on approach.

TARGET AUDIENCE

Who is the program for? 

• VP
• Directors and managers
• Product managers
• Project managers
• R&D, Sales and Marketing departments

DATES

• November 26th, December 3rd and 10th 2024
• From 9:00 to noon

DURATION

Three (3) virtual meetings of three hours each.

A nine (9) hour training certificate will be given to participants at the end of the program.

• 1 000 $ | Member
• 1 150 $ | Non-member

GROUP DISCOUNT

• 2 400 $ | Bronze VIP package: 3 participants from the same company taking the same online training course (1 choice to be made)
• 5 000 $ | Silver VIP package: 5 participants from the same company each take the same 2 online courses (2 choices to be made)
• 10 000 $| Gold VIP package: 10 participants from the same company each take the same 3 online courses (3 choices to be made)

All expenses included (animation, documentation, tools). Taxes not included

Choice of training courses for Bronze, Silver or Gold VIP packages:

• Advanced Project Portfolio Manager (in French)
• Product Manager (in French)
• Voice of Customer techniques (in French)
• Product manager (in English)
• Voice of Customer techniques (in English)