During this webcast, Gerry Katz will explore new ways to think about “value” that, hopefully, will broaden their approach to finding and creating it.
The terms “Value Creation”, “Value Added”, and “Customer Value” have been around for a long time as a general business goal and as a description of why customers choose certain products and services and are often willing to pay a premium for them. Most people think of “value” as a financial term that is used primarily to drive pricing decisions. But VOC advocates think that such a definition is putting the cart before the horse. First we need to figure out what creates value in a given category.
In this fast-paced webinar, product development guru Gerry Katz will offer a somewhat different definition of “value” and will discuss the role of VOC in creating value. Finally, he’ll offer a host of examples where the “value” was found in unexpected places.
The definition of “Value” and “Value Creation”
The definition of Voice of the Customer and how to go about hearing / observing it
The role of Voice of the Customer in creating value
Examples of the many different ways in which value can be created, along with several real-world cases
To describe various ways of thinking about “value”.
To discuss how Voice of the Customer is used in the creation of value.
To offer examples of the many different ways in which value can be created.
About the Presenter
Gerry Katz is a recognized authority in the areas of new product development, design of new services, process innovation, and market research, with more than 40 years of consulting experience. At Applied Marketing Science, he has led more than 300 major client engagements employing the Voice of the Customer (VOC), Quality Function Deployment (QFD), and a large number of other strategic marketing science applications. His client engagements have covered a wide variety of industries, with particular emphasis on healthcare, medical technology, and commercial / industrial products. He is a former member of the Board of Directors of the Product Development & Management Association (PDMA), the world's leading professional society devoted to the study and practice of developing and commercializing new products and services. He is also certified as a New Product Development Professional (NPDP) and is a senior contributing editor to Visions Magazine.
Prior to joining AMS, Gerry's experience included 12 years as a management consultant in marketing and market research with Management Decision Systems, Inc., five years in the computer software industry as senior vice president of Information Resources, Inc., and two years as vice president and general manager of Image Presentations, Inc., a specialized marketing communications firm.
He is the author of several award-winning papers, and received the William O'Dell Prize from the American Marketing Association in 1988. His articles have appeared in The Journal of Product Innovation Management, The European Management Journal, The Journal of Marketing Research, Interfaces, PDMA Visions, and Quirk’s Marketing Research Review. Gerry is a highly sought-after speaker at both public and private conferences on Voice of the Customer, innovation, new product development, and the design of new services. He is a highly regarded teacher, trainer and coach, and has lectured frequently at the business schools of MIT (Sloan), the University of Pennsylvania (Wharton), Dartmouth (Tuck), Carnegie-Mellon, Cornell, Northeastern, and Harvard University. Gerry has appeared twice on the NBC Today Show and in The Wall Street Journal. His outside interests are in music and education, and he has served on a number of Committees and Boards of Directors at a range of institutions, including the University of Rochester, the Eastman School of Music, the Longy School of Music, and the Boston Higashi School.