Step 6.5
Monitor product performance in market.
Primary findings
Customer expectations about products have increased so high quality and cost effectiveness are necessary but not sufficient. Today these factors need to be supported by after-sales service for successful results.
Survey of 87 manufacturers.
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The manufacturer can provide free users' manuals or online access to tutoring programs in order to reduce the learning cost incurred by customers.
Case analysis
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Voice of the Customer Information as a Best Practice for the NPD process: 1) Market and buyer behavior studies are a valuable source of information for planning the market launch. 2) Market research as a tool to help define the product. 3) The customer or user ought to be an integral part of the Development process. 4) Identification of customers or users real or un-articulated needs and their problems, is considered fundamental to voice-of-the-customer research, and should be a key input to product design. 5) Working with highly innovative users or customers.
A quantitative survey of 105 business units, supported by team's experience in NPD modeling, consultation, application and analysis.
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Product support is essential to customer satisfaction.
Source: Lele and Sheth (1988). In: Goffin, K. (1998)
Secondary findings
The strategic activities which are essential to the successful marketing of complex, technology-based products include product customization, information gathering on product performance, product education and training, ongoing product support.
Source: Athaide et al (1996). In: Goffin, K. (1998)
Use the Internet to assist with customer and product support. Train salespeople and provide them answers to product questions online.
Source: The Baan Company: Case Study (2002), FileNew Corp: Case Study (2002), Tompkins Group: Case Study (2002). In: Ozer, M. (2003)
Continue production, monitoring and support.
Primary findings
Follow up on customer suggestions; conduct formal interviews, review warranty reports, conduct on-site meetings and product reviews
Survey.
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Utilization of market research early in the new product development process, and continuing throughout the entire development phase is critical to ensuring success.
Survey data.
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Voice of the Customer Information as a Best Practice for the NPD process: 1) Market and buyer behavior studies are a valuable source of information for planning the market launch. 2) Market research as a tool to help define the product. 3) The customer or user ought to be an integral part of the Development process. 4) Identification of customers or users real or un-articulated needs and their problems, is considered fundamental to voice-of-the-customer research, and should be a key input to product design. 5) Working with highly innovative users or customers.
A quantitative survey of 105 business units, supported by team's experience in NPD modeling, consultation, application and analysis.
(View full citation)
Secondary findings
Use the Internet to assist with customer and product support. Train salespeople and provide them answers to product questions online.
Source: The Baan Company: Case Study (2002), FileNew Corp: Case Study (2002), Tompkins Group: Case Study (2002). In: Ozer, M. (2003)
When conducing evaluations, keep in mind that customers are likely to retain or switch suppliers on the basis of service (55%), quality (7%), or price (7%).
Source: Forum Corporation, 1988. In: Datar, S., Jordan, C.C., Kekre, S., Rajiv, S. & Srinivasan, K. (1997)