Voice of The Customer Process

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Introduction

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Voice of the customer (VOC) is a term used in business and Information Technology to describe the in-depth process of capturing customer's expectations, preferences, and aversions. It is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and prioritized in terms of relative importance and satisfaction with current alternatives.

 

Voice of the Customer studies typically consist of both qualitative and quantitative research steps. They 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, and the setting of detailed design specifications.

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Overview

 

Capturing customer feedback about your products and services is essential in every business. There are many tools and techniques to capture your customer's voice. It naturally becomes difficult to determine which VOC technique can be prove to be most useful.

 

This 1-day training course helps delegates to understand:

• The VOC process and associated tools and techniques

• The benefits, challenges, and the outcome expected from using which each VOC tool and technique.

 

This course focuses on the Customer Insights and New Product Development (CIPD). It introduces learners to the process and tools of gathering customer insights for identifying and developing new products.

 

Who Should Attend

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The course is designed for those involved in capturing the VOC and translating it in terms of product design, development, prototyping, production, and launch, particularly those in Marketing and Product Development. It is also useful for front-line, customer-facing personnel, who contribute as "listening posts" and provide input and feedback to those involved in new product development or improvement of existing product lines.

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Learning Objectives

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To understand the following:

• How to develop and implement a framework for capturing the VOC

• How to translate the VOC into product and service features that meet customer requirements and specifications

• The main tools and techniques associated with the VOC, e.g. interviews, questionnaires, focus groups, market segmation, customer archetype, Kano Analysis, CTQ trees, etc.

• How to transition from capturing (verbatim) the VOC, identifying the drivers behind customer needs, translating same to critical to quality (CTQ) product features, and establishing measures and KPIs to monitor performance

 

​​​On course completion delegates should be able to:

• Explain what the VOC is, and how it is applied to product development and marketing

• Explain the VOC process and framework

• Describe the tools and techniques associated with the VOC

• Describe the new product development process

• Apply the outcome of the VOC in a practical way to support the design and development of products and services.

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Course Content

 

• Tools and process of analyzing a business situation.

• What Makes a Great New Product

• Product Development Customer Knowledge Requirement

• Identifying the Voice of Your Customer

• Product Design Thinking and Customer Journey Maps

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Prerequisites

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Proficiency in the English language, willingness to learn, and open mind to new ways of working.

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Training Approach

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The course covers both theory and practice:

• Slide-based, instructor-led training sessions, supported by examples and class exercises

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Examination

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There is no scheduled exam for this course

 

Certification

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The course certificate of attendance will be issued to delegates attending the course.

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General Course Information

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For general course information please click on the link here.

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N.B. Please read our Terms & Conditions (T&Cs) and ask for clarifications, if any, before booking your training event.

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Book now to reserve an on-site or online instructor-led training event of your choice for your company's delegates.

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For more details about our:

• List of training courses please click here.

• Consulting services please click here

• Workshops please click here.

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For queries, including non-obligation quotes, please contact us.

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