Customer satisfaction is the goal of most organisations. The 'Voice of the Customer' however, does not indicate that your client will guide your organisation to the development of a successful product or service for a sustainable future. There are a number of reasons for this deficiency. First most customers are not aware of new possibilities in the future, secondly they do not miss what is not available and thirdly they adjust themselves to illogical situations. It is therefore necessary to understand the situation of a customer and his motivations. There are, however, not many positions that allow full customer awareness and defining the strategic guidelines. The gap between policy and the customer is in most organisations too wide.

Business processes have to be developed for customer operations. The result must be defined for an adequate portion of added value and motivation for satisfied customers to buy the products and/or services. This definition is dependent on thorough understanding of the customer’s needs. A satisfied customer should receive a product for a good price that will be delivered at the promised time with no errors or initial failures and requiring no exaggerated service. A satisfied customer has faith in the product and has absolutely no doubts concerning the reliability.

For market success a balanced product range is required. The potential customer will compare competitive products on features and benefits. This assessment is based on the availability of positive information. Universal services, like for example delivery conditions, guarantee and maintenance contracts, are included in the 'product'.

Achieving competitive advantage is the main project objective of innovations. This can be translated in product features (= intrinsic, like for example design, performance and functions) and product advantages (= extrinsic, like for example, cost savings, cost of ownership and positioning). The description of the competitive advantage defines the constraints for the technical and commercial product development. These can be clarified in a Programme of Demands.

PRODUCT DEVELOPMENT

Using the latest technological knowledge is advantageous. The on-going progress for technological innovation makes us capable to renew products whilst improving the operation or performance without the spending more labour or capital. The objective to increase the customer's satisfaction can be achieved in different ways. Design choices can be made economically for 'cost of ownership' and sustainability.

Product Development analyses the most preferred technological developments for successful innovations and how these can be implemented. Research alternatives are internal research; co-makership; licenses and outsourcing. New technologies can be implemented in existing products or new innovation projects must be started.

Outsourcing to low labour cost countries is one of the dilemmas of recent times. This implementation is, however, not possible without adjustments of the product. If components are assembled at other locations, quality management, logistics and protection of knowledge must be intensified. The product is the result of the processes defined during the product development. These processes will involve a variety of internal and external organisations in different geographic areas. The processes of the external partners must fit for reducing costs; speeding up the production process and to meet the quality needs of the customer. When production will be outsourced a project must be started to minimalise risks for version control and quality. This also counts for "off the Shelf" products because not only 'branding' is at stake.

Cordia Product Realisatie B.V. supports you...

• For analysing your market for the most preferred technologies
• For selecting the most preferred marketing approach in synergy with your internal possibilities
• For selecting a balanced product range for your target group
• For defining the most effective services for your market
• For defining the desired result of your planned innovation
• For selecting the most preferable business partners for product development
• For being the most competitive company in your market