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The Not-So-Fuzzy Front End:
Flowing the Voice of the Customer into Functional Requirements

Held on: Thursday, August 7, 2014

Tom Scripps, Scripps & Associates, PC

Stick Figures

Design teams have the task of translating wants from the voice of the customer into internal engineering requirements. Perhaps the biggest challenge to this effort is that customers, by and large, do not form wants rationally. There is abundant and growing research that supports the argument that the majority of consumer decisions are based on the limbic brain through feelings and emotions, thereby contributing to our sense that the front-end of product and process design is "fuzzy".

To design a product or process that will succeed in a market, then, requires that our design pleases customers on an irrational level. How do we measure such irrational behavior? We ask. We ask how they feel about what pleases and displeases them.

This webinar discussed an approach to flowing the raw Voice of Customer (VoC) data through a process to develop a set of functional requirements to which the design teams can design their solution, be it product or service. Two well-established but underutilized methodologies are emphasized: function analysis and Kano classification, along with several additional applicable tools.

Program Objectives:

Speaker Details:

Tom Scripps

As principal of Scripps & Associates, PC, Tom Scripps has been supporting world-class product and process development and improvement initiatives since 1983.

Tom has assisted numerous organizations in all aspects of their continuous improvement efforts (deployment, training, coaching, mentoring, and consulting). His clients have included 3M, Seagate, Kraft Foods, Pfizer, Caterpillar, and Nestlé Purina.

Tom is a Master Black Belt and received a B.S. in Systems Engineering from Southern Methodist University along with an M.S. in Statistics from Colorado State University.