The Innovation Edge: Creating Strategic Breakthroughs Using the Voice of the Customer (Executive Breakthrough Series)

Taking the Voice of Your Customers into the critical decisions that affect the future of your company is no longer an option; it's essential to your success. In The Innovation Edge, Barnard and Wallace show you how to use exciting new management tools to reach into the marketplace and clearly hear the stated and even the unspoken needs of your customers.
By applying Quality Function Deployment, (QFD), and other related tools to the development of your company's long-term game plan, you can achieve dramatic breakthroughs in performance. Used by organizations such as Hewlett-Packard, NCR, and the Ford Foundation, this innovative approach is positioning early users in the forefront of their industries.
In The Innovation Edge, you'll follow the discovery of this new approach and its implementation at a mythical company named B&W Inc. By following its management team through its turmoil, into the learning curve, and on to bottom line results, you'll see how to use the Voice of the Customer to achieve real breakthroughs in your company's performance.
Barnard and Wallace show, through a step-by-step approach, how to clearly understand the Voice of the Customer; link customers to your long-term game plan; and deploy the plan throughout your group, division, or company.
You'll see how to use new tools such as choice modeling, "catch-ball," and in-context customer visits. Experienced advice shows you how and where to start building strategic breakthroughs in your company by carefully using the Voice of the Customer.

Shows companies how to tackle the tough issues surrounding the development of an effective, nimble strategy during a time of unrelenting change. By adapting elements of QFD (Quality Function Deployment) to the planning process, companies can achieve remarkable breakthroughs in market position and overall performance. The authors provide a proven framework for linking the voice of the customer to every aspect of designing and implementing an effective corporate game plan. Innovative tools such as choice modeling, catch ball, and strategy deployment are fully described through the experiences of organizations such as Hewlett Packard, NCR, and the Ford Foundation.