The official site of Stage-Gate®
Innovation Consultants
| +1-905-637-8797
  • Overview
  • Agenda
  • Venue

Agile Voice-of-Customer: Identifying Needs, Generating Ideas, and Validating Concepts – Faster

Date: TBD
City: TBD
Venue: TBD


Voice-of-Customer has a Strong Impact on Innovation Performance Results

Successful product development is heavily reliant on effective VOC. It is an area that many firms want to improve. When it is done right, VOC enables a more focused launch of new products with compelling points of differentiation that address customer needs. Best performing organizations are more competent at and satisfied with their VOC efforts. If you want to increase the likelihood of being successful with your product development efforts, this course is for you.

Including the Voice of the Customer is Critical to Success

Oftentimes, those leading the product development function have strong operational and engineering backgrounds, but less experience conducting VOC. A thorough understanding of the customers' needs, competitive situation, and nature of the market is essential. Make sure your project and team leaders have the necessary skills and resources to competently execute VOC. This workshop has been designed to address the FIVE components of effective VOC:

  • (F) Foundational knowledge: What are your customers' unmet or underserved needs? How can you use their feedback to develop an innovation roadmap? How can you ensure your ideas are different from the competition?
  • (I) Ideation: How might you better leverage the ideas of customers in new product development?
  • (V) Validation: What are your options for including customer feedback as you progress through your Stage-Gate® process? How do you utilize VOC to lock down an Integrated Product Definition?
  • (E) Execution: What is best for your organization in implementing effective VOC? What skills and resources will your team need to conduct best-in-class VOC?

Agile Voice-of-Customer: Identifying Needs, Generating Ideas, and Validating Concepts – Faster

Date: TBD
City: TBD
Venue: TBD


Day One Agenda

7:30 - 8:00 Registration
8:00 - 8:30 Agenda Review and Introductions
8:30 - 9:00  Agile VOC in the front-end and within Stage-Gate
9:00 - 9:30 The Most Common VOC Methods:  Strengths and Weaknesses of Each
9:30 - 10:00 Making the Case for VOC
10:00 - 10:15 Networking Break
10:15 - 11:00  Team Assignment:  Are You Listening
*Effective VOC starts with active listening skills
11:00 - 12:00   Team Assignment:  Are You Watching?
*A key skill set for effective VOC is observing customer settings and identifying opportunity areas
12:00 - 1:00 Networking Luncheon
1:00 - 2:45 Are You Hearing - Part One?
*An extension of active listening and observation is translating customer input into needs and an innovation roadmap
2:45 - 3:00 Networking Break
3:00 - 4:00 Are You Hearing - Part Two?
4:00 - 4:30   Q&A / Discussion

Day Two Agenda

8:00 - 8:30 Review Day 1
8:30 - 10:00 Prioritizing Your Efforts: Techniques to Focus on the Most Important Customer Needs, Product Benefits, and Product Features
10:00 - 10:15 Networking Break
10:15 - 11:30 Generating Ideas and Preliminary Concepts
Effective Ideation: Assembling the Right People and Process to Generate Breakthrough Ideas
11:30 - 12:30 Networking Lunch
12:30 - 1:30 Building Product Concepts
Learn the process of designing concepts that are grounded in customer needs
1:30 - 1:45 Networking Break
1:45 - 3:00 Using VOC Inside Your Stage-Gate Process to Validate Your Project
3:00 - 3:45 Building an Action Plan
3:45- 4:20 Understanding the People Skills and Resources Required for VOC
4:20 - 4:30 Final Comments

Agile Voice-of-Customer: Identifying Needs, Generating Ideas, and Validating Concepts – Faster

Date: TBD
City: TBD
Venue: TBD


Enrollment Information

Atlanta, GA

Crowne Plaza Atlanta Airport
1325 Virginia Ave, Atlanta, GA 30344

Enrollment Fee:
$1495 USD/person. Fee includes all workshop materials, luncheon and refreshment breaks.

Save Up to $300:

  • Save $300 - register now to receive the Early Bird Discount (limited-enrollment offer).


Benefits of Team Attendance

If you can bring colleagues to the event, so much the better… this initiative requires a team effort and it’s always good to have a small team, rather than just one person, to implement what’s been learned.

Contact Sue Phillips at +1-905-637-8797 or by email for more seminar information and group discounts.

Cancellation Policy

Should you be unable to attend for any reason, please inform us in writing no later than thirty business days prior to the event start date for a credit voucher for the full amount. If you prefer, a refund less a $200 US non-refundable deposit will be issued. No refunds will be given for cancellations received within thirty business days of the event.

Plan to Attend These Upcoming Seminars / Summits / Workshops

Stage-Gate Global Professional Development Programs

Discover new ideas, benchmarks, practices, and models proven to improve personal, team, and organizational product innovation performance. Our public events emphasize the processes, frameworks, latest tools, and strategies that enable individuals to foster innovation, drive revenue, and facilitate new levels of efficiency and effectiveness.

More >