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

The interview guide


A good interview should seem more like a natural conversation between two organizations and less like an interrogation. However, it is critical that you approach the discussion with a clear plan of the topics you are going to address and the feedback you wish to gather. A good interview guide provides the foundation for this process.

While it may seem counterintuitive, the absolute worst way to derive a customer's wants and needs during an interview is to simply ask them "What are your wants and needs?" or "What are your requirements?". When you do this, the customer will switch to solution mode and will start offering you suggestions for incremental changes to the current product based on things that are likely already available in the market.

If, for instance, you asked customers about their requirements for an automobile, they would talk about mileage, horse power, cup holders, integrated Bluetooth, Sirius, and other features, which would be great if you were just looking...