LA CONCEPTION À L'ÉCOUTE DU MARCHÉ : UN OUTIL D'OPTIMISATION DU CAHIER DES CHARGES EN B TO B

Nowadays, within the framework of ISO 9001 certification, customer orientation associated with measurement of the efficiency of process, obliges companies to approach the marketing concept of the Customer Needs in their quality management system. This article shows a specific method of detecting customer needs, shared by the whole staff, which is called CEM "Concept Engineering Method". Its various phases are illustrated through examples of how CEM is applied to industrial marketing. The main objective of CEM are to improve communication with the customer for the marketing department, and to help product teams turn customer needs into specific and measurable product specifications.