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

Using the Kano model as part of your VoC process – Kano analysis


Once you have completed all your Kano surveys, you can summarize all the responses in an evaluation table, as shown in Figure 8.16 (note that this is only a partial image; the number of questions and customers should be considerably more than what is shown here):

Figure 8.16: Evaluation table

Once we have collected all this feedback, we need to summarize it further. The easiest method is to evaluate and interpret the answers according to the frequency of responses, as shown in Figure 8.17. As you can see in this image, we total up the number of A, M, I, P, R, and Q to fill in this table. The final grade for each question is whichever response gets the greatest number of votes from all the customers who have participated in our survey. In this case, we see that having good edge grip is a Performance attribute, skiing on all areas of the mountain is a Must-Be attribute, and skis with free edge sharpening and tuning would be a product...