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TMC Audio Archive

Barry Andrews, CEO, QSC Audio Products
Title: Getting Engineering & Marketing on the Same Page Using the Voice of the Customer
With: Barry Andrews, CEO, QSC Audio Products
Subject: How a systems business integrated the voice of the customer into product strategy and product development processes to create insight and consensus on product/market priorities. Chris Halliwell, TMC Director, interviews the CEO of a professional audio company dealing with rapid growth, market fragmentation, and fundamental changes in customer buying behaviors. As the product line proliferated and market segment needs multiplied, engineering and marketing were constantly battling; cross-functional team engagement with customers and formal review of market research at the front end of the product development process provided a foundation for shorter development cycles and business growth.