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From Voices to Results - Voice of Customer Questions, Tools and Analysis
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From Voices to Results - Voice of Customer Questions, Tools and Analysis
By:
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 (11 chapters)
Preface
Free Chapter
1. Solving Problems and Driving Value with VoC
2. VoC in the Product Development Process
3. Laying the Groundwork
4. Gathering the Customer Needs for Your Product
5. The Interview Process – Preparation
6. The Interview Process – The Interview
7. Understanding the Customer's Voice
8. Validating the Customer's Voice
9. Completing the Circle – Using the Customer's Voice in Your Organization
A. Epilogue
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