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Voice of the customer

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Title: Voice of the customer  
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Subject: Management, Outcome-Driven Innovation, VOC, R&D management, Confirmit
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Voice of the customer

Voice of the customer (VOC) is a term used in business and Information Technology (through Quality Function Deployment (QFD), and the setting of detailed design specifications.

Much has been written about this process,[1] and there are many possible ways to gather the information – focus groups, individual interviews, contextual inquiry, ethnographic techniques, etc. But 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

It is critical that the product development core team own and are involved in this process. They must be the ones who take the lead in defining the topic, designing the sample (i.e. the types of customers to include), generating the questions for the discussion guide, either conducting or observing and analyzing the interviews, and extracting and processing the needs statements.

References

  1. ^ Morrison, Scott (2008-01-28). "So Many, Many Words". The Wall Street Journal. Retrieved 2010-04-14:  
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