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From Voices to Results - Voice of Customer Questions, Tools and Analysis

From Voices to Results - Voice of Customer Questions, Tools and Analysis

By : Coppenhaver
5 (1)
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From Voices to Results - Voice of Customer Questions, Tools and Analysis

From Voices to Results - Voice of Customer Questions, Tools and Analysis

5 (1)
By: 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 (11 chapters)
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Preface
Preface
What this book covers
Who this book is for
What you need for this book
Reader feedback
Free Chapter
1
1. Solving Problems and Driving Value with VoC
1. Solving Problems and Driving Value with VoC
Built to fail?
The fifth "P"
Customer input
Defining VoC
Summary
2
2. VoC in the Product Development Process
2. VoC in the Product Development Process
Where does VoC fit in the product development process?
Incremental, platform, and breakthrough products
New product development
Gate 2
Who's responsible?
Summary
3
3. Laying the Groundwork
3. Laying the Groundwork
The SWOT process
Porter's five-forces
Growth-share matrix
Customer segmentation
Competitive analysis
Summary
4
4. Gathering the Customer Needs for Your Product
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4. Gathering the Customer Needs for Your Product
Evolutionary versus revolutionary
Idea management and VoC
Customer visit interviews
Surveys
Constructing your survey
Focus groups
Lead user analysis
Ethnography
Other VoC methods
Summary
5
5. The Interview Process – Preparation
5. The Interview Process – Preparation
The plan
Visit purpose
Segmenting the market
Who is the customer and selecting the right customers to visit
The interview team
Customer's visiting process and buy-in
The interview guide
Scheduling interviews
Summary
6
6. The Interview Process – The Interview
6. The Interview Process – The Interview
The VoCMOT
Review logistics
The key to a successful VoC – robust data
Audio recording and transcriptions
Video recording
Interview roles and responsibilities
Moderator role and responsibility
Listener/note taker responsibility
Observer
Interview introduction
Moderator tips
Ladder of abstraction
The five whys
Note taker tips
Don'ts for the interview
Observational VoC
Practicing the interview
Perfecting the interview
Concept testing
Following up
Summary
7
7. Understanding the Customer's Voice
7. Understanding the Customer's Voice
Consolidating the customer's voice
Prioritizing the customer's voice
From voices into customer requirements
Sorting and prioritizing the customer's requirements
Summary
8
8. Validating the Customer's Voice
8. Validating the Customer's Voice
Linkert scale
Kano model
Using the Kano model as part of your VoC process – Kano questionnaire
Using the Kano model as part of your VoC process – Kano analysis
Summary
9
9. Completing the Circle – Using the Customer's Voice in Your Organization
9. Completing the Circle – Using the Customer's Voice in Your Organization
From voices to product requirements – types
From voices to product requirements – characteristics
Getting the requirements into engineering – QFD
Pricing
Articulating the value
Summary
10
A. Epilogue
A. Epilogue

Ethnography

Ethnography is the study of human behavior. Researchers and scientists who want to understand other cultures have long used ethnographic methods. It really isn't possible to ask people details about their culture and how it is different to other cultures because culture is such an ingrained construct. Sometimes the best way to understand a culture is to experience it by living in it, much the way researchers have done in the past by living with remote tribes in Africa or the Amazon.

As the need to understand customers at a deeper level grows, it becomes more and more apparent that at times, the traditional customer research methods are incomplete in creating breakthrough innovations. To help deal with this shortcoming, many practitioners are resorting to methods based on anthropology, and their approach to VoC is commonly referred to as ethnography. You may also know of these methods as immersion or observational research.

In the past, surveys have been one of the primary tools...

End of Section 9
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