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

Practicing the interview


Like any new business skill, you will likely not be a master of VoC the very first time you try it, and like any other new business skill, practice will help you perfect the craft. The customer visits you are undertaking mean spending hours of time to find the right customers, identify the right contacts, and set up the meetings. Now you are spending money, both in time and expense, to go out and meet with your customer face to face. The absolute last thing you want to do is waste all this considerable time and expense because you do not want to practice your interview.

It is good to create teams in your organization and practice on some of your co-workers before setting out on your first interview. You will learn a lot, both in regards to your own capabilities and potential areas for improvement, as well as opportunities to brush up in the actual interview guide.

When you decide that you are finally ready, after practicing a number of times with your co-workers, you...