413: The Key to Successful VOC in Agile Teams

Global Product Management Talk

Global Product Management Talk is pleased to bring you the next episode of... Product Mastery Now with host Chad McAllister, PhD. The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers. About the Episode: PDMA invited me to their conference, which was in Orlando, Florida, to interview some of their speakers. This speaker spoke on The Key to Successful Voice of the Customer (VOC) in Agile Teams. This episode is sponsored by PDMA, the Product Development and Management Association. PDMA is a global community of professional members whose skills, expertise and experience power the most recognized and respected innovative companies in the world. PDMA is also the longest-running professional association for product managers, leaders, and innovators, having started in 1976. I have enjoyed being a member of PDMA for more than a decade, finding their resources and network very valuable. Learn more about them at PDMA.org. Agile teams need to know what they are developing, and VOC is a tool for understanding what customers need. However, traditional VOC doesn’t meld well with development accomplished in a series of sprints. We’ll discuss how to get more benefits from VOC in Agile teams. We are with Kristyn Corrigan. Kristyn is a principal and co-owner of Applied Marketing Science, a Boston-based market research consultancy that helps companies develop better products and services through harnessing the power of customer insights. She specializes in helping companies understand stated and latent customer needs through in-depth interviewing and ethnographic observation. She also trains companies to create and implement their own in-house Voice of the Customer programs.