compare and contrast experience with customer-focused development (including both external and internal customers). with the example below

Motorola gained a competitive advantage when incorporating VOC into their development strategy because they are customer satisfaction driven business. Voice of Customer, VOC, encompasses the process of gathering and understanding customer feedback, so customer responses directly improve the product and customer experience (Mehta, 2019). As Bill Ogle explains in the video Motorola was struggling when they were only producing what they knew how to make rather that what customers wanted them to make.

When VOC is applied to product development the product produced is better aligned with customer needs. A company can make a great product but if it is not what the customers wants it is worthless. Motorola can adjust their designs based on customer feedback to improve their products.

I think VOC will help launch a product for my case study on a new product for PBM Plastics. The customer wants and needs have changed since the company launched the bottle liners in the 1980s. Customer feedback can be taken to produce a product that aligns with clients needs in the 2020s.