How NLMK creates high-demand steel October 14th, 2025

NLMK's R&D center uses the Voice of Customer (VoC) method to develop a new product. It identifies the needs of the customer and allows them to produce a competitive product in demand by the market.

The work begins with market analysis: trends are studied, segments with high demand are identified. Then there is a meeting with potential customers, before which we model their business processes and formulate hypotheses about the characteristics of the future product. Following the meeting, customer requests are grouped into categories: appearance, functionality, durability, etc.

The Kano model is used to analyze priorities, which helps identify basic characteristics and those that enhance competitive advantages, as well as secondary or undesirable ones.

An example of a successful VoC application is the development of rolled products with an antibacterial coating for medical institutions. Initially, it was assumed that the key property would be the ability to resist bacteria. However, additional important characteristics were identified during the interview: matte surface, resistance to medical antiseptics, and incombustibility. These parameters have become crucial for the customer.