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

Getting the requirements into engineering – QFD


Now that we have developed a consistent way of putting our requirements down on paper for the rest of the organization to understand, we must now work to develop a way to express our requirements to engineering. This must be done so they can understand what it is we are asking for, what must be done by the organization to fulfill those requirements, and who will do it and when, so they can go about creating our new product.

To do this, we will turn to a tool called QFD. QFD originated in Japan in the late 1960s, during a time when Japan was trying to break away from its notoriety of product development through copying and imitation, to a product development process based on originality. At that time, the Japanese automobile industry was in a state of evolution, as they were growing rapidly and needed to create multiple model changes to keep up with demand. As a result, Japanese companies began to understand the importance of design quality to...