What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services

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What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services
by Anthony Ulwick
from McGraw-Hill

Customer Reviews:

• Avg. Customer Rating: 4.5 / 5.0

• The real deal. This is how you should focus on customer needs.
  Lots has been published on the Voice of the Customer and being Customer/Market Driven, but little has really been published oh HOW to do it. (The author actually trashes this concept in the book) I applaud Mr Ulwick for this easy and simple way to look at viewing customer needs as Jobs, and the metrics for expectations as Outcomes. The concepts and the examples are excellent.
  It follows a similar method as the old QFD (Quality Function Deployment) and House of Quality charts, but in a less dry and a... more info

• Mark B.
  This is a very good book - a good source to build the front end on.

• Simple and Disciplined Approach to Obtaining Customers' Wants
  This is an excellent book that lays out a simple but disciplined approach to capturing what customers' want. With all the sources out there communicating how to do the voice of the customer, this book starts off by challenging that approach as being ineffective and then lays out what the author proposes as a better approach through the understanding of the customers' jobs that they are trying to perform, the outcomes (or key metrics that they use to measure how well a product or service completes a job) and... more info

• Purpose for Gathering Voice of the Customer (VOC) Data
  Proposes a different purpose for gathering VOC -- that is, focusing on the customer's desired "outcome" of the job to be accomplished. I was very delighted to read about this approach since it allows more objectivity in designing final solutions. However, it appears the author fails to capture that this is infact VOC data collection. Students of Six Sigma know that VOC data collection is not about writing down what the customer "says". It is about uncovering true "needs" (or whatever term you want to use)... more info

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