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

Competitive analysis


We have already discussed competition when we spoke of the Porter Five forces model, but before embarking on a customer VoC, I would encourage you to dive deeper into your competitive landscape and truly understand who your competitors are, how they are positioned, and what their relative strengths and weaknesses are. Like all the tools presented in this chapter, understanding your competitors positioning, capabilities, strengths, and weaknesses will allow you to assimilate and process more information more rapidly from the VoC's you undertake.

Does this sound familiar? Hopefully it does, as the one of the first steps in performing a competitive analysis is to do a SWOT or each of your major competitors, but before we can do that, we need to understand who our competitors really are. It would seem a simple task for a company to identify its competitors. GM knows that Toyota is a major competitor, Apple knows that Samsung is its major competitor, and Coke executives go...