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.

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Table of Contents (14 chapters)
From Voices to Results – Voice of Customer Questions, Tools, and Analysis
From Voices to Results – Voice of Customer Questions, Tools, and Analysis
Credits
Credits
About the Author
About the Author
Preface
Preface
Free Chapter
1
Solving Problems and Driving Value with VoC
Solving Problems and Driving Value with VoC
Built to fail?
The fifth "P"
Customer input
Defining VoC
Summary
2
VoC in the Product Development Process
VoC in the Product Development Process
Where does VoC fit in the product development process?
Incremental, platform, and breakthrough products
New product development
Gate 2
Who's responsible?
Summary
3
Laying the Groundwork
Laying the Groundwork
The SWOT process
Porter's five-forces
Growth-share matrix
Customer segmentation
Competitive analysis
Summary
4
Gathering the Customer Needs for Your Product
Gathering the Customer Needs for Your Product
Evolutionary versus revolutionary
Idea management and VoC
Customer visit interviews
Surveys
Constructing your survey
Focus groups
Lead user analysis
Ethnography
Other VoC methods
Summary
5
The Interview Process – Preparation
The Interview Process – Preparation
The plan
Visit purpose
Segmenting the market
Who is the customer and selecting the right customers to visit
The interview team
Customer's visiting process and buy-in
The interview guide
Scheduling interviews
Summary
6
The Interview Process – The Interview
The Interview Process – The Interview
The VoCMOT
Review logistics
The key to a successful VoC – robust data
Audio recording and transcriptions
Video recording
Interview roles and responsibilities
Moderator role and responsibility
Listener/note taker responsibility
Observer
Interview introduction
Moderator tips
Ladder of abstraction
The five whys
Note taker tips
Don'ts for the interview
Observational VoC
Practicing the interview
Perfecting the interview
Concept testing
Following up
Summary
7
Understanding the Customer's Voice
Understanding the Customer's Voice
Consolidating the customer's voice
Prioritizing the customer's voice
From voices into customer requirements
Sorting and prioritizing the customer's requirements
Summary
8
Validating the Customer's Voice
Validating the Customer's Voice
Linkert scale
Kano model
Using the Kano model as part of your VoC process – Kano questionnaire
Using the Kano model as part of your VoC process – Kano analysis
Summary
9
Completing the Circle – Using the Customer's Voice in Your Organization
Completing the Circle – Using the Customer's Voice in Your Organization
From voices to product requirements – types
From voices to product requirements – characteristics
Getting the requirements into engineering – QFD
Pricing
Articulating the value
Summary
Epilogue
Epilogue

About the Author

Robert Coppenhaver is a product management/marketing professional and is the founder of 5P Marketing, LLC. Currently he is a consultant to Denso Wave and is responsible for the sales and marketing activities for the OEM/ODM portion of their business. Prior to 5P Marketing, Robert was a director/VP in multiple companies with P&L responsibility for over $100 million. He has worked in the fields of industrial automation, energy management, real-time software, and safety technology during his tenure with Honeywell, Rockwell Automation, Wind River (Intel), and Draeger.

During Robert's career, he has trained marketing and product management professionals in organizations such as Honeywell, TDK-Lambda, ITT, Draeger, and was adjunct faculty for Marketing at Corporate College in Cleveland, OH. He is a proponent of using Voice of the Customer to create organizational value, and has personally been responsible for over $1 billion in incremental revenue in organizations deploying VoC best practices.

Robert enjoys training others on how to use VoC to create breakthrough products and champions continuous learning of new marketing and product management strategies and techniques.

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