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

Note taker tips


People who are starting out on their first VoC programs often are not sure how much to write down and how to keep track of attributing comments to different speakers. While there are benefits to understanding the customer's responses and the context of their words, this is not your primary responsibility. Your main responsibility is to provide a verbatim transcript of the interview session, capturing the customer's responses in a way that sounds like the customer speaking; in other words, capturing the customer's voice.

To do this, you need to try and write down the interviewee's responses without attempting to interpret or translate their responses in any way. Try to capture as much of what has been said as possible. Any change you make to the words the customers says takes time and thought. Attempting to process and summarize what the customer has said tends to put you into the interview and this is not what you want. When you try and summarize what the customer has said...