NDLI: An Exploratory Study Into Process Failures During the Voice of Customer Process in Product Development

Content Provider	The American Society of Mechanical Engineers (ASME) Digital Collection
Author	Esterman, Marcos Roderick, F. Zimmerman Spano, Joel Diego, A. Pereda
Copyright Year	2008
Abstract	This paper examines the Voice of the Customer (VOC) as a functional process in order to better understand why the process fails and to generate insights into avoiding these pitfalls. The importance of the VOC in product development has been well documented. However, even with this understanding, many product development failures are still rooted in a failure to effectively integrate the VOC into the organization’s respective decision-making processes. It is the objective of this paper to study this issue more in depth. First the role of the VOC in product development will be explored and a functional model of the VOC process will be proposed. This functional model will serve as the basis to identify ways in which the process could fail. This analysis will be augmented with a case study that identifies additional failure modes of the VOC process. The paper concludes with some research questions to address these shortcomings that would be of interest to the product development community.
Sponsorship	Design Engineering Division and Computers in Engineering Division
Starting Page	181
Ending Page	190
Page Count	10
File Format	PDF
ISBN	9780791843291
DOI	10.1115/DETC2008-50055
e-ISBN	0791838315
Volume Number	Volume 5: 13th Design for Manufacturability and the Lifecycle Conference; 5th Symposium on International Design and Design Education; 10th International Conference on Advanced Vehicle and Tire Technologies
Conference Proceedings	ASME 2008 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
Language	English
Publisher Date	2008-08-03
Publisher Place	Brooklyn, New York, USA
Access Restriction	Subscribed
Subject Keyword	Product development Decision making Failure Failure mechanisms
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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