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

Where does VoC fit in the product development process?


If you ask a typical product manager or business owner where VoC is used within their development process, they will typically highlight the following two key areas:

  • Idea generation: Interacting with customers through interviews, as well as focus groups, to determine customer-generic needs and problems, and actively soliciting ideas from innovative and lead users during what is often referred to as the fuzzy front end (FFE) stage.

  • Design phase of the product: Determining customer and user requirements with a user needs-and-wants study. Typically, this entails interviewing and listening to the customer or user to understand his/her problems and to determine both articulated and unarticulated needs, wants, and desires.

While this is not incorrect, customer input should not stop at the completion of the ideation or predevelopment market study phases of the project, but rather the customer input needs to be incorporated at all phases of the...