A prerequisite for a successful product concept is the most complete understanding of what the customer currently moves and their wants and needs are. Customer Voice Monitoring (CVM) combines Open Innovation with Big Data. Doing so CVM allows carmakers or other producers of high-involvement goods to develop products based on direct customer feedback from real usage scenarios. The British carmaker Jaguar Land Rover (JLR) prioritizes actual topics from his customer’s point of view and relies on customer voices from the internet for the development of the next generation of driver assistance systems. The worldwide monitoring of customer voices provides innovation potentials same as direct feedback on product and service quality.
Dr. Felix Pütz, Head of Business Development, Consline AG; Dr. Heinz van Deelen, CEO, Consline AG; Sergio Brito, Director Quality Assurance, Jaguar Land Rover (Authors)