Book Image

From Voices to Results - Voice of Customer Questions, Tools and Analysis

By : Robert Coppenhaver
Book Image

From Voices to Results - Voice of Customer Questions, Tools and Analysis

By: Robert Coppenhaver

Overview of this book

Voice of Customer (VoC) is one of the most popular forms of market research that combines both quantitative and qualitative methods. This book is about developing a deeper knowledge of your customers and understanding their articulated and unarticulated needs. Doing so requires engaging with customers in a meaningful and substantive way – something that is becoming more and more important with the rise of the increasingly connected world. This book gives you a framework to understand what products and features your customers need, or will need in the future. It provides the tools to conduct a VoC program and suggests how to take the customer input and turn it into successful products. This book also explains how to position and price your products in the market, and demonstrates ROI to the management team to get your product development funded. By the end of this book, you will have a thorough understanding of the relevant stages of a VoC project. It will show you how to devise an effective plan, direct the project to their objectives, and then how to collect the voice of the customer, with examples and templates for interviewing and surveying them.
Table of Contents (14 chapters)
From Voices to Results – Voice of Customer Questions, Tools, and Analysis
Credits
About the Author
Preface
Epilogue

Customer's visiting process and buy-in


Once you have determined the statement of intent, objectives for the visits, a list of customers to visit, and confirmed the venues where you will hold the meetings, you now need to get the right level of organizational buy-in to make sure your program is properly funded and resourced. To do this, you will probably need the buy-in of your management team or your sponsor. As part of the buy-in process, it would be advisable for you to create the right level of expectations. I would consider putting together two additional things at a minimum to present to your management or sponsor:

  • A budget

  • A project plan showing key dates

The budget should include an estimate of resource commitment required (and could include their fully loaded cost if you have access to it), as well as an estimate of travel, meals, and lodging expenses. If you also require some sort of model or screen-mock ups for the interviews, or any other extraneous expenses, I would list them as...