Engineering and Marketing Align Around Voice of the Customer

PR Log (Press Release) – Jul 01, 2008 – Pasadena, CA – The co-CEO of QSC Audio Products will discuss his team’s experiences using voice of the customer (VoC) tools to bring more successful products to market, while addressing a wide variety of segment needs, at 10am PDT, July 29 in a free, online interview.  Anyone with a computer and Internet connection can attend and submit questions.

Chris Halliwell, director and co-founder of the California Institute of Technology Industrial Relations Center’s online community, the Technology Marketing Center (TMC), will interview Barry Andrews, who has seen QSC through stages of growth from a few guys selling guitar amps out of a small shop to an international professional audio technology leader.  Andrews will explain how structured customer listening methods helped QSC address the challenges to teamwork and resource alignment presented by a highly fragmented market, an expanding product line, and a growing organization.

“Over the last three years QSC has focused on using the discipline and team orientation of VoC, along with practical high tech product strategy development concepts, to get the customer, the marketing managers, and the engineers on the same page,”   said Halliwell. “The company is growing and succeeding based, to a significant extent, on the market-driven approach that TMC was created to encourage and support.”

The discussion with Andrews is one in a series of Executive Interviews conducted on the last Tuesday of every other month by TMC.  The Technology Marketing Center is a rich content destination on the web providing audio files, discussion forums, and case studies to high tech marketing professionals and their colleagues in sales, engineering, and management.  TMC is available at http://www.technologymarketingcenter.com.

Caltech is one of the most highly regarded institutions of research and education in science and engineering in the world.  Its Industrial Relations Center specializes in executive education, providing new perspectives to technically trained professionals as they increase their breadth of responsibilities and impact across the organization.

Halliwell is also the instructor for the Caltech Industrial Relations Center’s course on strategic marketing of technology products which has served more than 3,500 executive participants worldwide.  An independent consultant, Halliwell helps high tech companies implement cross-functional processes for product and market strategy development.

QSC Audio Products, LLC is a leading manufacturer of power amplifiers, loudspeakers, signal processing, digital signal transport, and computer control systems for professional audio markets worldwide.