Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Identifikasi Kebutuhan Pelanggan dan
Spesifikasi Produk
Pertemuan 04
Outline
• Tahap-tahap dalam Mengidentifikasi Kebutuhan Pelanggan
• Spesifikasi Produk
• Tahap-tahap dalam Mengembangkan Spesifikasi
Goals
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Ensure that the product is focused on customer needs
Identify latent or hidden as well as explicit needs
Provide a fact base justifying the product specification
Create an archival record
Ensure that no critical customer need is missed or forgotten
Develop a common understanding of customer needs among
members of the development team
Proccess Identification of Customer
Needs
• Gather raw data from customer
• Interpret the raw data in terms of customer needs
• Organized the needs in to a hierarchy of primary,
secondary, and tertiary needs
• Establish the relative importance of the needs
• Reflect on the result and the process
Step 1: Gather raw data from customer
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Interview
Focus Group
Observing the products in use
Choosing customer
Documenting interactions with customer:
• Audio recording
• Notes
• Video recording
• Still photography
Step 2: Interpret Raw Data in Terms of
Customer Needs
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Express the need in terms of what the product has to do
Express the need specifically as the raw data
Use positive, not negative, pharsing
Express the need as an attribute of the product
Avoid the words must and should
Step 3: Organized the Need into a Hierarchy
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Print or write each need statement on a separate card
Eliminate reduncance statements
Group the card according to the similarity of needs
For each groupl, choose a table
Consider creating a super group of two to five groups
Review and edit the organized needs statements
Step 4: Establish the Relative Importance
Needs
• Make trade – offs and allocate resources in designing the
product
• A sense of the relative importance of the various needs is
essential to making these trade offs correctly
Step 5: Reflect on the Result and the
Process
While the process of identifying customer needs can be
usefully structured, it is not an exact science
The team must challenge its results to verify that they are
consistent with the knowledge and intuition the team has
developed through many hours of interaction with customer
Process Establishing Target Specification
1. Prepare the list of Metrics
2. Collect competitive benchmarking information
3. Set ideal and marginaly acceptable target values
4. Reflect on the Results and the Process