The PDMA Handbook of Innovation and New Product Development, 4th Edition

CHAPTER TWENTY-EIGHT THE EVOLVING INFLUENCE OF CUSTOMER NEEDS ON PRODUCT DEVELOPMENT

Kristyn Corrigan

28.1 Why Understanding Customer Needs Remains Relevant

The most successful products and services incorporate a complete and detailed understanding of customer needs, which requires systematic Voice of the Customer (VOC). VOC is traditionally defined as a complete list of customer needs, organized and prioritized by customers. Increasingly, teams are employing VOC needs assessment throughout the product development funnel. Customer needs are fundamentally different from solutions or features. A customer need is a description, in the customer’s own words, of the benefit to be fulfilled by a product or service (Griffin and Hauser 1993). This differs from the solution, which is the way in which the product will ultimately deliver those benefits. By having a foundational understanding of customer needs, companies can develop creative solutions that meet those needs.

Whether an organization seeks incremental innovation or is designing a breakthrough new product, VOC methodologies reduce the risk of new product failure, and they optimize product launch. We uncover customer needs by examining customer experiences and understanding customers to develop a keen sense of empathy. A recent survey of product development professionals done by PDMA (Product Development Management Association) ...