1 /GE Title or job number /

04/10/2023

Customer Voice to Customer Experience

Shyam RajanCTO – GE Healthcare India

Nasscom Engineering Summit 2013

2 GE Title or job number

04/10/2023

Whose Voice is it?

Goal 4Reduce Child

Mortality

United Nations

Millennium Development

Goals

–CLINICAL EFFICACY• Warm up time, uniformity, intensity,

temp control, alarms• Overall time spent in NICU

–COST (TCO): • Initial Cost too high*• High Operation (electricity) &

Maintenance (repair) costs• Consumable costs

–EASE of USE:• Delicate, bulky (not robust & reliable)

or easy to use• Breaks down frequently & not easy to

clean/maintain

3 GE Title or job number

04/10/2023

A Product is the Manifestation of a customer need

Experience

Product /

Outcome

Customer Need

• Devpt Process

• Design controls

• Supply chain• Design

Transfer• Fulfillment• Costs

• VOC• Market research• Customer

Empathy• Needs analysis• Segmentation• Conjoint analysis• URS

• Product features

• Economic value

• Clinical Value• Quality• Aspirational

fulfilment

Go to Market

Channels Launch Sales

training

Impact

Proprietary & confidential – shared under non-disclosure agreement

Do not distribute

$ $$ $$$ $$$$

Traditional portfolio differentiation:

price vs. features

Featu

res

Price

cost = functionality,

quality

GAP

Making Impact - “Just what’s needed”

Differentiation: meets basic rqmts; innovates

along new axes

Focus on sustainability

User-friendly simplicityModular serviceability

Portability

Few / no consumables

Rugged reliability

Extreme affordability

Protracted power

5 GE Title or job number

04/10/2023

“Need” “Impact”

Precise printer to Bus ticket printer

Custom Power supply to Mobile Charger

Hydraulic lift to manual crankCust

omer You

6 GE Title or job number

04/10/2023

Find the 3 buttons that people need in your product…..

..and make them “unbreakable”