Product development team structure: identifying the unmet needs of B2B customers
August 2017

August 2017

Source: GLOBAL BANKING AND FINANCE MAGAZINE

In our Global Innovation Excellence survey, "Identifying customers' unmet needs" was identified as one of the most important factors for innovation success, with the best practitioners outperforming others by over 20%. However, finding the best way to organize and manage customer interaction is anything but simple, especially when the product is technically complex. For example, often the marketing or sales functions "own" the customer relationship, but are they the best people to uncover highly technical customer needs? In this article, Chandler Hatton, Michael Kolk, Martijn Eikelenboom and Mitch Beaumont at Arthur D. Little, review the highlights from the analysis and offer some guidance to help companies organize their customer-needs intelligence teams.