ENGAGE.CONNECT.ACT
Customer Insight as the Driver of
Breakthrough &Value Added Innovation
April 20-21, 2009
1st Annual Plaza Royale Oriental
Voice Of The Shanghai, China
Customer
A PRTM and InnoDecision Co-sponsored Best in Class Event
Conference Chairman:
Mark Deck
Global Innovation
Practice Leader
Former President,
PDMA Director,
Contributing author: Setting the
Organized by T: 86 21 5556 0666 F: 86 21 5556 0322 PACE in Product Development:
E: marketing@innodecision.com A Guide to Product And Cycle-
www.innodecision.com time Excellence
InnoDecision China April 20-21, 2009
Plaza Royale Oriental
Voice Of The Shanghai, China
Customer
Attendees will be both new and experienced Vice
Now for the first time in China, PRTM and Presidents, Sr. Directors, Directors, Sr. Managers,
InnoDecision have assembled a faculty of Managers, and consultants of:
speakers from leading companies who all have ■ New Product Development
important stories to tell about their efforts to ■ Front End/Innovation & Discovery
develop deep insights into customer needs in ■ Strategic Planning & Development
China and turn them into winning products, ■ CRM
services, and strategies. ■ Marketing & Sales
■ Brand Management
■ Category Management
We will go in-depth and touch upon… ■ Market Research
■ New Business Development
The Cultural Role of VoC – The importance and ■ Global Consumer Insights
payoff of a culture that involves your customers ■ Market Intelligence
■ Global Research/Intelligence
every step of the way. More importantly, how to
create that culture
Driving Innovation Through VoC – Focus your From the following industries:
innovation talent on the right problems. Replace
risk with ROI ■ Technology & Hi-Tech
■ Consumer Package Goods
Gaining Organizational Buy-in for VoC – ■ Automotive/Transportation
Getting the weight of the company behind the ■ Electronics
Voice of the Customer is necessary for maximum ■ Software & IT
impact ■ Consumer Durables
VoC Across Countries & Cultures – Learn how ■ Telecommunications
■ Industrial/Manufacturing
to maximize VoC efforts globally and how to ■ Chemicals
overcome differences in culture, language, and ■ Pharmaceuticals & Healthcare
standards ■ Aerospace
VoC Success Stories – Hear more about what ■ Utilities
has worked, what hasn't, and why. Learn the best
VoC practices of world-class companies
VoC Execution – Learn how virtual cross-
functional teams work together to develop one ATTENDING COMPANIES OF
consumer-focused voice VOICE OF THE CUSTOMER
The Impact of VoC – Understand the positive EXCELLENCE WEEK：
impact and significance that Voice of the
Customer has on product and service Alibaba, Avery Dennison， Behr，
development, innovation, customer loyalty, and Danfoss，Dow，Dell，Diebold，
the business overall Emerson Network，GE，Geberit，
Tools & Techniques – The latest and hottest Google，Goodbaby，Huawei， IBM，
tools and techniques that are being used and Jawha，Johnson & Johnson， Li-Ning，
deployed in Voice of the Customer programs Microsoft，Novozymes，Oerlikon，
today Packetfront，Philips Lighting，PPG，
PepsiCo，Saint-Gobain，Sika，TCL，
Trane，VDO， Vanke Group
and many more…
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www.innodecision.com
PAGE1
InnoDecision China April 20-21, 2009
Plaza Royale Oriental
Shanghai, China
Voice Of The
Customer
The leading reason for product failure continues to be
lack of sufficient customer value and differentiation
Dear Product Development Professional,
For years we‘ve understood that customer insight is the basis for great product design
and yet so many companies still face challenges:
• How to capture deep customer insight about important but unspoken customer
needs
• How to turn the "Voice of the Customer" into breakthrough concepts and winning
solutions
• How to get team members turn the ‗Voice of the Customer‘ into real solutions
• How to build VOC capability so that your company can consistently deliver a
steady stream of successful new products and services.
Such challenges may leave you wondering, ―Are there established best practices for
applying innovative tools and methods for gathering and acting on ―the voice‖ of
your customer?‖
We have designed a conference and a supporting workshop to ensure that you and
your innovation leaders will understand the latest concepts and then see how to put
them to work. The conference illustrates how to use customer insight to inform strategy,
develop breakthrough new solutions and continuously improve your existing ones.
Learn from those who have known success—what works and what doesn‘t. Stay for
the tailor-made workshop by Christina Hepner Brodie and develop the specific skills
that will empower your company to plan for and execute productive customer
engagements.
Whether you are new to new product development or an ―old hand‖, whether you
are a leader guiding your organization, or are on the front lines delivering new
products – we‘ve organized a rich four-day program tailored to your needs. From the
fundamentals to cutting edge topics, it‘s designed to inspire and empower.
It is our great pleasure to invite your participation in the InnoDecision and PRTM co-
sponsored Annual Voice of the Customer conference. Please join us April 20-21, 2009,
Plaza Royale Oriental Shanghai, China. Our dedication to a robust, content-driven
program promises to result in one of the most valuable conferences you could attend
in 2009!
Mark Deck
Sincerely, Conference Chairman
Director, PRTM
Former President of
PDMA
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PAGE2
InnoDecision China April 20-21, 2009
Voice Of The Plaza Royale Oriental
Shanghai, China
Main Conference: Customer
Day One
Mark Deck
8:00 Registration Global Innovation Practice
8:50 Welcome from the organizer Leader
8:55 Chairman‘s opening remarks Former President, PDMA
Director, PRTM
HOT
KEYNOTE PRESENTATION
9:05 Becoming Customer-Centric: Using VoC to Inform Market Strategy, Inspire New
Solutions and Continuously Improve Your Existing Portfolio
The most successful companies increase their stream of successful products and services by recognizing where and
when to use customer insight. As companies focus on becoming more customer-focused, some are unsure of how
to be effective. Drawing on case examples derived from her decades of Voice of the Customer thought leadership
and experience across diverse industries and continents, Ms. Brodie will identify the factors that make the difference
in balancing breakthrough innovation with the need to become customer-centric.
Key takeaways include:
•Common definitions for the VoC vocabulary
•Understanding of the key success factors for improving Christina Hepner Brodie
your company‘s customer-focus Lead Principal, PRTM
•A comprehensive framework for recognizing where and Co-author of Voices into
when VoC generates the needed customer insight Choices
9:50 VoC on a Shoestring Budget
Regardless of the size of your business, commercializing innovation is an imperative for growth and profitability.
Voice of the Customer practices are a proven way of driving successful innovation, but all too often, such practices
are the first things to be squeezed out when resources are constrained. We will discuss several methods that have
been successfully employed to shed some light in the darkness at very manageable cost, even as budgets are
tightened in an economic downturn.
Learning Objectives:
•Appropriately frame a low-budget VoC approach to innovation Rodolfo Bayona
•Understand possible resources to leverage that won‘t eat a budget Industrial Coatings
•Share experience of what has worked and what hasn‘t in a large-size Global R&D Director
company atmosphere Dow Chemical
10:40 Networking Break
11:00 Creating User Experiences
The data is in, and experts agree that investing in design has the highest impact on the bottom line revenue, great
than R&D or advertising. Despite getting this clear message, many large companies struggle with how to become
―design focused‖. In this talk, Dave Vronay will talk about how Microsoft is transforming itself from a feature and
platform company into an experience company.
•Understand the design process, terms, and role Dave Vronay
•Understand how to front-load user experience into your existing process Creative Director,
•Understand how to get design from the white board into shipping product Advanced Technology
•Understand and appreciate the ROI of design in your organization Center, Microsoft China
11:45 Experience Sharing Session: When VoC goes Bad
Despite everyone‘s best efforts, every initiative to determine customer needs does not result in a breakthrough. Max
von Zedtwitz and Christina Hepner Brodie will engage audience and speakers to hear about the things that go
wrong and how to avoid them. Come prepared to talk about the biggest challenges your company faces and to
hear from those that have found ways to tackle them. Examples include the following and notes will be captured for
all to receive after the conference.
• What if customers don‘t know what they need?
• Talking to the wrong customers
• Hearing but not listening
• Having marketing or sales do it Moderator:
• Failing to use what was heard Max von Zedtwitz
• Picking the wrong needs to focus on Christina Hepner Brodie
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PAGE3
InnoDecision China April 20-21, 2009
Voice Of The Plaza Royale Oriental
Shanghai, China
Main Conference: Customer
12:30 Networking & Luncheon
HOT
KEYNOTE PRESENTATION
13:45 Valuing Customer Complaints in the VoC Portfolio
While Traditional VoC techniques provide much needed direction and insight for R&D teams, they often fail in
providing R&D management with the information necessary to guide product and technology development
decisions. Customer compliant data can be a very valuable tool in distinguishing between commercially ―good‖
and ―great‖ new product ideas. In addition, proper analysis and segmentation of customer contact data can help
R&D managers maintain a solid portfolio of incremental and breakthrough development efforts. Believe it or not,
customer complaint data can help us identify the breakthrough opportunities as well.
•Understand why traditional VoC doesn‘t always provide
the insights needed to effectively guide development decisions
•Find out how customer complaint data can lead to true Christine Cui
breakthroughs… not just incremental improvements Head of China
•Learn how to find the ―sweet spot‖ in customer contact data Development Lab, Shanghai
•Discover the Complaint-Innovation-Loyalty-VoC cycle IBM
14:30 Linking VoC into Innovation
VoC is for capturing the requirements of a product which the customer thinks as the minimum wants. This will help us
in streamlining your thoughts to think in that direction and will not kill your creativity. You can be innovative in the
following ways after capturing the VOC:
•Innovative ways of achieving the specified wants of the customer
compared to the existing products
•Examples of what the customer really wanted John Liu
GM for Innovation center
•Example of really listening to VOC
Johnson & Johnson
•Look at your own arrogance
15:15 Networking Break
15:35 Using VOC to Drive Strategy Execution
Superior business results accrue when strategy and execution are aligned around a clear and insightful view of
customer and business value drivers. Customer insights must be used as an input to strategy formulation, and they
must be used to frame the execution of strategy in order to preserve alignment to customer value. Vanke has a
unique and powerful business model in China‘s real estate industry as demonstrated by its rapid growth. Dongfeng
Chen of Vanke will describe how the company uses the Voice of the Customer to help guide both strategy
formulation and strategy execution, using it as a foundation for their Strategy Maps and their Balanced Scorecard.
Key takeaways will be:
•Use of VoC for business strategy (not just for product development)
•Communicating customer value dimension of strategy using
Dongfeng Chen
Strategy Maps Vice President, Vanke Co., Ltd.
•Driving aligned execution to customer value delivery (Former CIO of P&G)
with the Balanced Scorecard Yong-Ling Sun,
CEO, eGate Consulting
16:20 Day One Implementation Tips and Key Lessons Learned
Mark Deck and Max von Zedtwitz will end Day One by leading a panel Q&A discussion comprising
Christina Hepner Brodie and speakers from Dow, Vanke, IBM, Johnson & Johnson and Microsoft. The
audience will be encouraged to ask questions about how their companies
have managed to implement some of these practices
and what it has taken to make them truly work. The day
will conclude with a group discussion of key insights gained Moderator:
during day one – all of which will be captured for the Mark Deck
attendees later use. Max von Zedtwitz
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PAGE4
InnoDecision China April 20-21, 2009
Voice Of The Plaza Royale Oriental
Shanghai, China
Main Conference: Customer
Day Two
8:55 Chairman‘s opening remarks
HOT
KEYNOTE PRESENTATION
9:05 VoC in a Global Environment
Innovate Globally – Win Locally: We have all heard the stories of taking a successful product from one market and
having it fail in another market. The reasons can be due to differences in tastes, culture, competition, environment,
context, and more. But in today‘s competitive global marketplace, the need to minimize product costs and
complexity pushes companies in the direction of common products and processes. How do companies strike a
balance? How do they innovate globally and win locally? Dr. Max von Zedtwitz has researched the Innovation and
R&D practices of hundreds of companies globally. His research has provided valuable insights into the ways
companies manage this balance and how it is changing today.
Specific takeaways will include: Dr. Max von Zedtwitz
•Ways to manage cost and complexity while serving global market Professor of Strategy &
•Using foreign R&D as both listening post and source of innovation Innovation, Peking University
author of Managing Global
•Organizing locally and integrating globally Innovation
9:50 Building Success via ―Consumer-Centric‖ approach in the CPG Industry
In this presentation you will learn a framework for ―consumer centric‖ approaches in the CPG industry that will help
you build success. In this industry, the ‗consumer‘ is boss and yet to build the ultimate consumer experience—it is
key to not only articulate ‗profound consumer insights‘, but these must be combined with ‗profound science‘ to
deliver breakthrough. From this presentation you will gain:
•An understanding of what is meant by ‗going to Gemba‘
•How do you look for ―what‘s needed‖ (by consumers)
•The role of ―cultural desires‖
•What is meant by the ―1st and 2nd moments of truth‖ Shank Hu,
•An introduction to some of the tools and approaches that have R&D Vice President
proven useful—like metaphors, experience prototyping and ―serious play‖ PepsiCo Beverage China
10:40 Networking Break
11:00 The User's Voice in Early Stage Technical Research
VoC is key in prioritizing and shaping successfully aligned research teams around the globe. Drawing on experience
establishing new technology research teams for Hewlett-Packard, we will look at how the user is a key part of
establishing and maturing new research organizations.
Some of the key topics include:
•The user's role in focusing multidisciplinary research Warren Greving
•The value of social science disciplines in a high technology research group Director, Global
•Shaping early stage technical research Research Development,
HP Labs
11:45 Panel Discussion: How to Integrate Multiple Cultures and Countries into Your VoC Process
If you company develops products for other countries—or culturally diverse parts of China, how do you ensure that
you understand the differences among diverse customer groups? These panelists bring deep experience with global
projects so be ready with your questions about the challenges of conducting
VoC work on a global scale. From their experience you will learn:
•What the biggest challenges are when creating products
Moderator: Christina Hepner Brodie
and services for other cultures
Panelists Dr. Max von Zedtwitz
•How to structure projects to ensure diversity of perspective
Shank Hu R&D VP PepsiCo Beverage
•How much diversity of perspective to include
Warren Greving Director, Global
•How VoC solutions are the same or different based on
Research Development, HP Labs
different parts of the region or world
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PAGE4
InnoDecision China April 20-21, 2009
Voice Of The Plaza Royale Oriental
Shanghai, China
Main Conference: Customer
12:30 Networking & Luncheon
HOT KEYNOTE PRESENTATION
13:45 Setting up Knowledge Management Systems for VoC: Tools for Sharing Customer Data
Across the Organization
Dell Computer has always been recognized as being a market driven organization. As Managing Director
of the Consumer Product Group China Development Center, John Terwilliger has been implementing a
broad VOC program across his organization, focused on the diverse and challenging China market. His
talk will outline his experience to date including:
• Drivers and expected benefits for the VOC initiative John Terwilliger
• Overall process and methods being used Managing Director China
• Implementation approach Development Center,
• Results to date and lessons learned Consumer Product
Group, Dell
14:30 Incorporating VoC into R&D Process
In this presentation you will learn about how Goodbaby incorporates VoC into its R&D process to develop competitive
products. Several examples will illustrate:
•Why including R&D is so critical to success
•How VoC was used to create more competitive products Andy Zhu,
•Why using VoC makes the difference Group VP, Quality and
Manufacturing Support
Goodbaby Group
15:15 Networking Break
15:35 Incorporating VoC into Marketing in the Medical Products Industry
Jay Butterbrodt knows firsthand about the difference VoC makes in the medical products industry.
Throughout his career, he has not only sponsored the work but participated with his teams in direct
engagement with customers in order to understand their needs and then develop responsive product
strategy or new platforms. From his years of experience you will understand:
•What‘s distinctive about the medical products industry
•The value of working cross-functionally in conducting VoC projects
•The role of understanding customer context and experience Jay Butterbrodt
•The benefit of aligning early in a project to a common understanding Director, Global Strategic
of customer needs—and the optimal solutions to address them Marketing
Becton Dickinson
16:20 Conference Day Two Take-Aways and Wrap Up
Conference Chair Mark Deck will lead a discussion with all attendees and provide his own perspectives
on key insights and ―nuggets‖ to take away
•Review of key challenges from Day One and how well
we covered them – what were the big unanswered questions?
•Top 5 BFOs (Blinding Flashes of the Obvious)
•Conference faculty insights – what did the experts learn
that they hadn‘t thought about before?
•Conference participant insights – what were the things Moderator:
you could take away and begin to do next Monday? Mark Deck
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PAGE5
About InnoDecision
InnoDecision is the leading business performance enhancement company. As a world-
class business intelligence provider, InnoDecision provides business executives with
knowledge and skills through conferences, professional training, in-house training and
consulting.
As you stay with InnoDecision, you will have impressive learning experience via classes
and discussions with state-of-the-art features, customization, flexible integration, and
bilingual services both in English and Chinese languages.
About PRTM
Since 1976, PRTM has created a competitive advantage for its clients by changing the
way companies operate. PRTM management consultants work with senior executives to
develop and implement innovative operational strategies that deliver breakthrough
results. The firm is a leader in operational strategy, supply chain, product development,
and customer value management. PRTM has 16 offices worldwide and serves major
industry and global public sectors. More information is available from www.prtm.com.
Your Contact
TEL:+86 21 5556 0666 FAX:+86 21 5556 0322
Email: markting@innodecision.com Website: www.innodecision.com
Address:Rm 409 Building 3,AIJIA international Mansion Lane 288,Wu Hua Rd. Shanghai
20086,China