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Yep, you have it just a bit backwards. The first input is FROM the customer. The customer defines the vehicle they want and need. Marketing the interprets this within what I believe was called Market Segment Specification document. Engineering then works to determine how the vehicle can best meet those needs.
Marketing does not generally sit around without the VOC in hand, that is Voice of the Customer.
The very best at this interpret exactly what the customer wants and spices that up with a few things they don't even know they want and then translate that into a technical document that engineers can develop requirements around.
Yes, it is critical that the younger customer is addressed in this process.
But the process is not so nearly that easy in a company like GM or simply GM for that matter.
I have a bunch of stories on how GM has screwed this up over the years. Tooooo many stories.
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"Speed, it seems to me, provides the one genuinely modern pleasure." - Aldous Huxley
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