Step 8.2

Provide product support in field.

Primary Findings

Secondary Findings

Primary findings

Carriers

Successful adaptation is linked to availability of user support such as training, customer service, and local repair techs.
Case study findings
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Methods

Complex technologies require a collaborative approach for successful innovation and diffusion. Minimizing the level of innovation system uncertainty should be a focus of collaboration to identify needs, demonstrate the value of technologies, and work together to design and deliver post-purchase support. 
Case study findings
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Performance Drivers: One is the Quality of Execution. Eight activities distinguish best from worse performers: 1) Conducting a post-launch review (8.2); 2) Assessment of product's value to business (2.1); 3) Test market or trial sell to a limited set of customers (7.13); 4) Concept testing to determine customer reaction to product and gauging purchase intent before Development begins (4.11); 5) Idea Generation (1.3); 6) Customer tests of products under real-life conditions (6.3); 7) Detailed market study/research or Voice of the Customer (4.3, 4.13); 8) Pre-launch business analysis (7.7, 7.8, 7.9).
A quantitative survey of 105 business units, supported by team's experience in NPD modeling, consultation, application and analysis.
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Techniques for gathering voice of the customer information include: use of customer complaints, internal market research, focus groups, one-to-one interviews, phone interviews, contextual inquiry, customer behavior studies, and perceptual mapping.
Literature review and case studies
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Utilization of market research early in the new product development process, and continuing throughout the entire development phase is critical to ensuring success.
Survey data.
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Voice of the Customer Information as a Best Practice for the NPD process: 1) Market and buyer behavior studies are a valuable source of information for planning the market launch. 2) Market research as a tool to help define the product. 3) The customer or user ought to be an integral part of the Development process. 4) Identification of customers or users real or un-articulated needs and their problems, is considered fundamental to voice-of-the-customer research, and should be a key input to product design. 5) Working with highly innovative users or customers.
A quantitative survey of 105 business units, supported by team's experience in NPD modeling, consultation, application and analysis.
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Measures

Utilize early sales data following a product launch to predict future performance. Utilize historical sales data for analogous products to assess the diffusion of newly launched products.
Literature Review
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Secondary findings

Methods

The strategic activities which are essential to the successful marketing of complex, technology-based products include product customization, information gathering on product performance, product education and training, ongoing product support.
Source: Athaide et al (1996). In: Goffin, K. (1998)

Measures

Short term financial performance assessment of a new product development project.
Source: Brentani & Kleinschmidt (2004). In: de Weerd-Nederhof, P. C., Visscher, K., Altena, J., & Fisscher, O. A. M. (2008)

To assess the performance of product design, the following measures are often used: quality, time, competency, and costs directly related to profit.
Source: Ulrich & Eppinger, 2000; Wheelwright & Clark, 1992. In: Meybodi, M.Z. (2003)

Tips

Use the Internet to assist with customer and product support. Train salespeople and provide them answers to product questions online.
Source: The Baan Company: Case Study (2002), FileNew Corp: Case Study (2002), Tompkins Group: Case Study (2002). In: Ozer, M. (2003)

When conducing evaluations, keep in mind that customers are likely to retain or switch suppliers on the basis of service (55%), quality (7%), or price (7%).
Source: Forum Corporation, 1988. In: Datar, S., Jordan, C.C., Kekre, S., Rajiv, S. & Srinivasan, K. (1997)