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Dade Behring Drills Deep Into Customer Requirements to Minimize Risk, Increase Competitive Advantage


With only one to three major products under way at a time, and with cycle times as long as three years, Dade Behring, a manufacturer of diagnostic medical equipment, has ample reason to minimize its project risks.  To help manage these risks, Dade Behring has implemented Customer-Centered Product Definition (CCPD) to embed customer needs in its product development process.  In the CCPD process, each customer interaction occurs in the customer’s own environment, where the goal is to learn, in as much detail as possible, what the customer experiences – their daily routines and processes, and the problems they encounter.  Team members then translate interview data into product requirements, which they validate by means of a customer survey.  The validated data then serve as a sound basis for brainstorming possible product feature concepts, the strongest of which undergo further testing with customers. 
(7 pages)

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