Customer-oriented product development: Real-life reports at the Rosatom Online Forum

Organized by our partner Rosatom Corporate Academy, the online forum "Rosatom Business 2030" on business development programmes was held on 26 November 2020. DMAN arranged for two speakers who presented their companies in the "Who is my customer?" panel and shared their experiences of customer orientation and of product development in close interaction with users.

Sergey Ballyuzek, Head of Marketing Russia at OOO Draeger, Moscow, spoke on the topic of "How do we create comprehensive solutions for our dear customers?" Dräger is a global manufacturer of medical and safety technology and has been active on the Russian market for over 100 (!) years. Sergey Ballyuzek used two case studies to show how the company works together with customers and takes their interests into account when developing new products.

The first case concerned the development of a mobile incubator for premature babies. A project group was formed which included Dräger specialists from various fields and different countries, as well as doctors and nursing staff from children's hospitals and experts from professional associations. Based on the global and specific requirements for a transport device, a specification sheet was jointly prepared with features and functions that the new product should have. These specifications led to the development of a new product, the Dräger Babyleo TN500.

The second case related to a completely different area – equipment for firefighters – and a different task: the development of an integrated concept for working with fire and rescue services, with the aim of offering integrated solutions rather than individual devices. Here, too, the requirements and experiences of the customers were taken into consideration. In interaction with Dräger business units and the marketing team, an integrated communication and product strategy was developed that covers solutions for preparation and training, permanent readiness and the emergency case of fire-fighting.

The second speaker was Stephan Bansmer, co-owner of the Lower Saxony start-up Coldsense Technologies. Based in Braunschweig, the high-tech company specialises in protecting technical devices and systems from cold and icing.

Stephan Bansmer explained how the systems for early detection of icing and de-icing are tailored to the specific requirements of the customers, especially for use in aviation, wind turbines, rail traffic or drones. The real problems that can occur due to icing can be very different: While the focus in wind energy is more on stable operation and a longer service life of the systems, safety is the top priority in aviation, and efficient use of machines and equipment is the goal in industrial refrigeration technology.

Accordingly, Coldsense must first develop a detailed analysis of the needs and requirements for each customer before an individual problem solution can be developed. In addition, the company supports the research, development and design of its customers' products in order to minimize potential problems caused by icing from the outset.

For the participants of the panel at this online forum, it was important and very informative to learn about these first-hand customer orientation experiences, and their feedback was very positive. We are pleased that we were able to make a useful contribution to this Rosatom event with these two presentations.