Workshops

Monday AfternoonWorkshops
Get the most out of your conference experience by registering for one of the following half day afternoon workshops. Enjoy!
B2
2-5 pm
How to Reduce NPD Risk through Strategic Processes
Tim Goodall, New Product Development, MOTOROLA
New product development contains inherent risks. The intangible nature of service development can amplify these risks. The collective impact could be services not launched and revenue expectations missed. In this highly interactive workshop, you will learn:
  1. How to prioritize and select service opportunities
  2. How to decide whether to continue a launch, redirect or cancel the development
  3. How do you validate the resource requirement for introduction to products and sevices
About your workshop leader:
 Tim Goodall currently leads portfolio development for Motorola’s Enterprise business globally. His teams have beaten internal and industry time-to-market targets in bringing complex, profitable solutions to market. Tim’s innovation experience has focused on corporate entrepreneurship, identifying concepts and then leading teams through launch to service enterprises, operators and government agencies. These efforts encompassed incremental, strategic break-through innovation using internal, off-shore and third party resources. At Motorola, he led one of Motorola’s fastest growing businesses, launching an average of one product per day over two years.

B3
2-5 pm
Gathering the Voice of the Customer for Services: Are You Being Served?

Gerry Katz, Executive Vice President, APPLIED MARKETING SCIENCE, INC.
Greg Fitzgerald, Account Executive, APPLIED MARKETING SCIENCE, INC.
The techniques used for gathering the Voice of the Customer were mostly developed with physical, manufactured products in mind. But nearly half of the world economy is now made up of services. What does this mean for gathering VOC information?

The differences are subtle, but they certainly do exist. In addition to covering the key elements of VOC best practices that are common to both products and services, this hands-on workshop will teach you how to cope with these differences and how to deliver a thorough and useful Voice of the Customer to your service design teams. Join VOC experts Gerry Katz and Greg Fitzgerald for this lively half-day seminar to learn how to make sense of this often complex topic.

Issues that will be addressed include:

  1. What are the key differences in new product development for manufactured goods vs. services?
  2. Which VOC techniques work best for services, and which should you avoid?
  3. Why is it harder to translate VOC data into technical specifications for services compared to manufactured goods, and what should you do about it?