Voice of the customer
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In marketing and quality management, the voice of the customer (VOC) summarizes customers' expectations, preferences and aversions.
A widely used form of customer's voice market research produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives.[1] VOC studies typically consist of both qualitative and quantitative research steps and are generally conducted at the start of any new product, process, or service design initiative in order to better understand the customer's wants and needs, and as the key input for new product definition, quality function deployment (QFD), and the setting of detailed design specifications.[1]
Data gathering
Much has been written about this process,[2] and there are many possible ways to gather the information – focus groups, individual interviews, contextual inquiry, ethnographic techniques, conjoint analysis, etc. All involve a series of structured in-depth interviews, which focus on the customers' experiences with current products or alternatives within the category under consideration. Needs statements are then extracted, organized into a more usable hierarchy, and then prioritized by the customers.
Involvement
It is critical that the
Target groups
According to American Production and Inventory Control Society (
See also
References
- ^ a b Gaskin, Stephen P.; et al. "Voice of the Customer" (PDF). mit.edu. Massachusetts Institute of Technology. Retrieved 2018-03-25.
- ^ Morrison, Scott (2008-01-28). "So Many, Many Words". The Wall Street Journal. Retrieved 2010-04-14.