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1、From the Voice of the Customer to theFunction-orie nted Product Con ceptThe Value Man ageme nt Con cept in Product Developme ntDipl.-I ng. HORST R. SCHOELERSchoeler + Part ner, Egge nste in. Germa nySummerySuccessful products are developed by follow ing a specific tran sfer andcom muni cati on proce
2、ss duri ng the developme nt process. This process is assisted by differe nt methodologies, to be successful in tran sferri ng the voice of the customer to a fun cti on-orie nted product structure as basis for a customer orie nted product desig n.Before en teri ng the desig n process of con cepts, co
3、mp onents and parts this fun cti on structure must be established. It is like a model for the future product, in function expressions and attributes, without giving any solutions.This paper will describe the way from customer requireme nts to a product con cept described by a functional product stru
4、cture as the basis for creativity and tech ni cal product desig n.The prese nted procedure avoids that product developme nt teams jump to fast in tech ni cal soluti ons thinking before the voice of the customer is heard and un derstood and price/cost questi ons are an swered and solved.The value man
5、 ageme nt methodology delivers the mai n prin ciples of t his systematic approach.1. In troducti onIn product development the product definition is the most important step. This has to be done very early in the product pla nning phase. Having an idea is the start ing point, to tran sfer the idea to
6、a product con cept and further in the product desig n are the n ext n ecessary steps to in troduce a product successfully in the market.The backb one of a successful product is the voice of the customer. If the compa ny does a poor job duri ng this pla nning phase, problems will be exist ing through
7、out the rest of the product live cycle, in clud ing poor desig n, overe ngin eeri ng, value mismatch, high costs, etc.It is importa nt to have a sure grip on customer requireme nts and master the methods to defi ne customer-orie nted functions in accorda nee with requireme nts from customers.When we
8、 look at the product development process (Fig.1 we will see different phases. The quality of a product will be set in the pla nning phase.Before embark ing into tech ni cal developme nt, the future product to be developed must be defined as well as possible in functions to satisfy the market need.Al
9、so the allowable cost for these fun cti ons must be set and broke n dow n from the product target cost, to establish a budget goal for every fun cti on.This Value Man ageme nt approach helps to be successful in defi ning a customer- orie nted product con cept.2. The Value Man ageme nt ApproachTo fol
10、low the logical product developme nt process, we have to describe the future product con cept out of two views. At first in the view of the customer (market and tha n we have to transfer this view into the view of the manufacturer and the engineers, who desig n the product.We also can say that there
11、 are two voices which must be in bala nee, the voice of the customer and the voice of the compa ny.Before starti ng any product developme nt and commercialisatio n process, there are two questio ns that must be an swered:What are we tryi ng to do for the customer ?What are we tryi ng to do for the c
12、ompa ny ?These views are show n as two triplets (Fig 2.The developme nt team has to achieve the right bala nee betwee n the ben efits, n eeds and wants1 of the customer and the right price of a product in the market. This means a good un dersta nding of the customer, their n eeds and wants on the ta
13、n gible and intan gible side, the existing competition and their products and the right pricing:Value for Customer:To desig n the product con cept the customer n eeds and expectati ons have to be tran slated into appropriate product requireme nts, in functions.When we tran slate the customer focused
14、 value in in ternal compa ny value terms we get a compa ny related value VM :This tran slatio n from the customer orie ntated value to the compa ny orie ntated value is n ecessary, because the desig ner, manu facturer and other in-house people must un dersta nd what the customer means and thin ks, e
15、xpressed in compa ny own words.The tran sformati on of the customer requireme nts into functions is the basic process to describe the future product without limiting the creativity during the planning phase.1 un dersta nd the 3 types of customer requireme nts KANO model (see Fig. 3These desig n proc
16、ess steps are summarised as follows (Fig.4:The desig n process tran sforms customer requireme nts into product purposesor goals, in fun cti ons these functions and their description identifies the product purposes on afunctional basisthis function structure is the basis for the creative process to develop concepts and soluti ons.This con cept in corporates differe nt methods and approaches.The key me
