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

Summary


Every company wants to get closer to their customers and understand their unarticulated wants, needs, and desires. Unfortunately, there is not a silver bullet that will give you all the answers you need to make the next great breakthrough product, but rather you likely need to deploy multiple methods to get the result you desire. In this chapter, we discussed the various types of ways you can choose to conduct VoC research, from interviews, to ethnographical research, to crowdsourcing. Ultimately, you must decide which method, or combination of methods, will work best for your organization. Many of us are well aware of survey research and how that has changed over time with the introduction of the internet and email. While it has been around for a long time, it is still a very economical way to get feedback from 30 to 30,000 customers. Some organizations have used focus groups for their customer research and some have found great success, but perhaps too many have had mixed results...