ISBM Presents Voice of the Customer Webinar

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ISBM is offering a complimentary one-hour webinar on common mistakes in Voice of the Customer, presented by Gerry Katz, Executive Director of Applied Marketing Science and long-time VOC practitioner.

Ten Ways to Screw Up Your Voice of the Customer

AMS Executive Vice President Gerry Katz will present the free webinar "Ten Ways to Screw Up Your Voice of the Customer" on Thursday, April 23 at 1:00 Eastern. The webinar will be sponsored by the Institute for the Study of Business Markets (ISBM) and registration is being handled through the ISBM website.

The one-hour session will teach participants how to identify common pitfalls in implementing their own Voice of the Customer studies so that development budgets are spent on the features and benefits that customers really want. Topics covered will include:

  • 10 common practices that seem logical but can lead your VOC research far off-course
  • Ways to ensure that your VOC leads to real innovation and not another me-too product
  • How to use the Voice of the Customer as a springboard for creative ideation

This webinar is recommended for product managers, developers, marketing managers, engineers, or other professionals with input into their organization's new product development initiatives.

About the Webinar Leader

Gerry Katz is Executive Vice President of Applied Marketing Science, and Chair of the Annual IIR/PDMA Voice of the Customer Conference. An internationally recognized Voice of the Customer consultant, author, and speaker, Gerry has consulted to over 200 leading corporations, including Intel, Samsung, Siemens, Kimberly-Clark, JP Morgan Chase, and General Electric.

About Applied Marketing Science

Applied Marketing Science is one of the leading Voice of the Customer consulting companies in the world, with proven methodologies for gathering the Voice of the Customer, training and coaching clients in VOC methods, and brainstorming using state-of-the-art, web-based tools. Over the past twenty years, we have helped hundreds of clients in a broad range of industries incorporate "best practices" into their product development processes. Founded in 1989 with roots in the MIT Sloan School, AMS offers an array of services to meet client needs, and specializes in developing customized solutions for each situation.


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Michelle Harris
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