One challange to the global automotive industry during the 21st century will be to develop the ability to integrate into tomorroww's cars those product features that a new car buyer not only expects and needs, but also those which possess mystical qualities that delight him. Although a key enabler to achieving this has been described in the literature as listening to 'the voice of the customer', recent research by the authors reveals deficiencies in current tools and techniques used to capture it. Furthermore, vehicle manufacturers may not differentiate between the continuum of customer voices. The authors describe the problem and propose tools that offer guidance to vehicle manufacturers who wish to capture the latent voice of the customer. In adopting this strategy the authors believe that that a vehicle manufacturer may effect increased market share.
Integrating the latent customer voice into automotive product development
Integration der latenten 'Stimme des Kunden' in die Produktentwicklung der Automobilindustrie
1998
7 Seiten, 3 Bilder, 11 Quellen
Aufsatz (Konferenz)
Englisch
Integrating the Latent Customer Voice into Automotive Product Development
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