To determine customer/consumer needs and priorities, the Nestle Purina Pet Care Company (NPPCC), a US based pet food and pet care products manufacturer and winner of the 2010 Malcolm Baldrige National Quality Award (Manufacturing Sector), listened to the Voice of the customer via a number of listening approaches. Data was collected data on current, former, and potential consumers using focus groups, in home studies, one-on-one interviews, surveys, web sites, panel data, and feedback from influen...

BPIR Categories

3.2.5 Involve stakeholders in innovation & product/service development
1.2.3 Identify new innovations that meet customer needs
1.3.1 Build customer relationships

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