“Customer Value Creation and Product Planning Methods in Business Management”

From September 1–4, 2025, the International Conference on Quality (ICQ2025) was held at Versace Shinjuku Grand, Tokyo under the main theme “Quality Next.”
Our company, Planning System Consulting Corp., delivered an oral presentation in the New Business Development session.

Presentation Date/Time: September 2, 15:20–15:40 (with 5 min Q&A)

Presentation Format: Oral Presentation

Presenter: Tomoo Ishikawa, President & CEO

Presentation Overview

The presentation, titled “Customer Value Creation and Product Planning Methods in Business Management”, introduced how our company applies customer-centered product planning methods using both the Seven Product Planning Tools (P7) and the New Seven Product Planning Tools (NeoP7).

We emphasized:

Identifying latent customer needs through observation and hypothesis testing

Applying structured methodologies (interviews, surveys, conjoint analysis, QFD)

Integrating customer experience (CX), customer satisfaction (CS), and employee experience (EX) into a unified value creation cycle

Key Messages

From “Monozukuri” to “Kotozukuri”

In a mature, competitive market, customers seek not just products (“Mono”) but meaningful experiences and stories (“Koto”).

Example: People don’t buy a drill for the drill itself, but for the hole it creates.

QC Story as a Foundation

Applying problem-solving logic (problem identification → factor analysis → countermeasures → standardization) to product planning.

Especially effective in shifting from technology-driven to customer-driven innovation.

Use of P7 / NeoP7

P7: Interviews, surveys, positioning, idea generation/selection, conjoint analysis, quality function deployment.

NeoP7: Adds hypothesis generation and field research (photo diaries, hypothesis-testing surveys).

Case Studies

Redesigning a mini stereo system: shifting from “cool/mechanical” to “cute & stylish” based on female user insights.

Developing a compact copier: balancing performance vs. space constraints through conjoint analysis, resulting in the world’s first internal-paper-discharge copier.

Walking-assist robotics: supporting the elderly and disabled, improving daily mobility and factory efficiency.

Virus-prevention product concept: proposed during influenza seasons, which—if realized—would have been highly valuable during COVID-19.

Value-Based Management Proposal

Foundation: Technology & Quality

Middle layer: CX, CS, EX

Top: Sustainable Growth

This “Value Management Pyramid” shows how aligning customer and employee value leads to long-term corporate success.

Audience Feedback

During Q&A, the facilitator highlighted the practical strength of conjoint analysis in enabling direct comparison of customer preferences, and raised insightful questions on how to manage the balance of CX, CS, and EX in practice.
While international participants attended, most questions came from Japanese experts, showing high interest in our integrated CX–CS–EX approach.

Insights and Next Steps

Through this presentation, three main takeaways emerged:

Customer value creation is inseparable from employee experience.

P7/NeoP7 remain highly relevant frameworks for practical product planning.

Value-Based Management is essential for companies aiming at long-term sustainable growth.

Going forward, we will continue to strengthen initiatives that connect customer value and employee creativity with technology and quality excellence, creating innovations that support both business and society.

Closing

It was a great honor to present at ICQ2025 in Tokyo.
We are committed to delivering customer-centered product planning methods that truly enhance CX, CS, and EX.