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Top : Voice Of The Customer: The phrase "voice of the customer" sounds pretty simple, but actually it doesn't mea what most people think it means. Because it sounds simple people don't bother to learn about it. Robert Geirst gives us a clear definition: "Voice of the Customer (VoC) was developed by Yoji Akao in conjunction with
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Building an Effective Voice of the Customer System - by Reg GoekeI recently delivered a webinar for the Institute for the Study of Business Markets (ISBM) explaining how to design Value-Driven Process Improvements in order to achieve superior business performance. Such initiatives are highly dependent upon an effective Voice of the Customer system--one that is proactive rather than reactive, that uses the metrics of customer value rather than the metrics of customer satisfaction and that includes perspectives from the customers of your competitors in addition to your own."At the conclusion of that webinar, I received numerous questions about how to design and implement such a VOC system. After years of deploying VOC systems in manufacturing, service industries and consumer packaged goods, I've identified four simple criteria to guide the development of an effective VOC system in any industry (Added: 20-Mar-2011 Hits: 211 )
VoC: Supporting the Customer Driven Organization - by robert gerst
nterested in customer research that actually makes a difference? Voice of the Customer (VoC) is a research methodology designed to support customer driven change %u2014 where hard evidence is used to drive improvement. ""Traditional customer research, based on polling methods, support sales strategies that push or force feed products and services to customers. That%u2019s why polling is used so frequently in political contests and advertising research, where the data is used to spin messages that are pushed onto the public.""A customer driven organization needs something very different %u2013 an honest assessment of the strength and weaknesses of your customer relationship including product, service or program performance with customers. These needs can only be met through Voice of the Customer.""VOC provides information that drives improvement to product or service design. Improvements that yield products and services customers want and demand %u2013 that are pulled by the customer rather than pushed by the company. (Added: 20-Mar-2011 Hits: 182 )
VOICE OF THE CUSTOMER (VOC) - by Kenneth Crow
Once a product plan is established which defines the target market and customers, the next step is to plan how to capture these customer's needs for each development project. This includes determining how to identify target customers, which customers to contact in order to capture there needs, what mechanisms to use to collect their needs, and a schedule and estimate of resources to capture the voice of the customer (project plan for product definition phase).""As opportunities are identified, appropriate techniques are used to capture the voice of the customer. The techniques used will depend on the nature of the customer relationship as illustrated below. (Added: 20-Mar-2011 Hits: 203 )
Voice of the Customer Trends in 2011 - by J. Henning
As the calendar turns to December, many organizations have begun planning for 2011. To identify the top Voice of the Customer trends for next year, we collected 28 trends identified by six different sources and looked for common themes. We read reports from Forrester, Gartner, and the Temkin Group, as well as articles from Loyalty 360 and Customer Management IQ, supplemented by our own ongoing Customer Experience IQ research.""Here are the top seven trends in Voice of the Customer research (Added: 13-May-2011 Hits: 282 )
The Voice of the Customer in the Community - CRM Magazine - by Mark Johnson
Voice of the customer. Engagement. Loyalty.""What do these buzzwords mean? How do we use them to drive value? Where are the best practices?""These often-used terms have connotative and denotative meanings that can be quite different depending on who uses them and how they are used. We continue to see uncertainly about loyalty, engagement, and voice of the customer. Questions about these buzzwords keep coming fast and furiously. (Added: 20-Mar-2011 Hits: 172 )
Voice Of The Customer Staffing Levels - by Bruce Temkin
How many people does it take to run a voice of the customer (VoC) program? Well, the answer varies widely."I examined responses from our Q3 2010 survey and found a healthy distribution of staffing levels for VoC programs within large companies. About half of the respondents have 2 or fewer full-time employees assigned to VoC programs while one quarter of respondents have six or more. (Added: 20-Mar-2011 Hits: 111 )
Voice of the Customer: A Whole New World for the Marketing Professional - by robert gerst
oice of the Customer (VoC) offers a whole new world for the Marketing professional because only VoC can identify what really matters to your customers. VoC replaces tests of statistical significance with tests of real world practical or economic significance. This allows the Marketing professional to design and redesign products, services, programs and processes that will actually contribute to improved customer satisfaction and loyalty.""There is no statistical gobbledygook. Only hard science applied to the problem of identifying issues of real and practical importance to your customers.""That%u2019s the new world of VoC. Developing sustainable, practical improvement solutions for business. Your business. (Added: 20-Mar-2011 Hits: 206 )
Three Ways to Improve Your Voice-of-the-Customer Program | ClickZ - by Neil Mason
These days organizations are more aware of the need to complement and support their Web analytics data by having insight into why people come to their site and what they thought of the experience. This is evidenced by the growth of companies such as ForeSee Results at one end of the market, which recently reported a doubling in revenue over the last two years, and the adoption of free tools such as 4Q from iPerceptions at the other. But having gone through the process of selecting or implementing a voice-of-the-customer program, is it working hard enough for you?"Voice-of-the-customer programs can provide tracking data to look at performance over time as well as diagnostic data to drill down into specific issues. That data can be quantitative in nature such as customer satisfaction or Net Promoter Scores. The data can be qualitative such as comments left by visitors in response to open ended questions. (Added: 20-Mar-2011 Hits: 170 )
VoC: Supporting the Customer Driven Organization - by robert gerst
nterested in customer research that actually makes a difference? Voice of the Customer (VoC) is a research methodology designed to support customer driven change %u2014 where hard evidence is used to drive improvement. ""Traditional customer research, based on polling methods, support sales strategies that push or force feed products and services to customers. That%u2019s why polling is used so frequently in political contests and advertising research, where the data is used to spin messages that are pushed onto the public.""A customer driven organization needs something very different %u2013 an honest assessment of the strength and weaknesses of your customer relationship including product, service or program performance with customers. These needs can only be met through Voice of the Customer.""VOC provides information that drives improvement to product or service design. Improvements that yield products and services customers want and demand %u2013 that are pulled by the customer rather than pushed by the company. (Added: 20-Mar-2011 Hits: 158 )
Leadership Development - Results focused Leadership thinking and practice from around the Globe - by Jim Barnes
A Voice of the Customer (VOC) initiative should give voice to things that the firm would not normally hear. It should allow a firm to hear, straight from its customers, insightful things that do not surface through conventional marketing research.""I would not include customer satisfaction research in my definition of VOC, as it's something that the firm should be doing in the normal course of business and is usually designed to address how well we are doing the things we are typically expected to do. I'd want my VOC program to reveal the kind of insight that I need to impress customers and to set my firm apart.""Many firms have established VOC programs to deliver input into customer-related decisions. There is, however, a high degree of variability in how such programs are designed, ranging from simple customer satisfaction measurement to sophisticated multi-source initiatives that collect information from customers in a variety of different forms. (Added: 20-Mar-2011 Hits: 174 )
Six Trends Reshape Voice Of The Customer Programs - by Bruce Temkin
One of the most important components of customer experience is a strong voice of the customer (VoC) program. In the past, I%u2019ve written about two core elements of VoC programs: 1) The five levels of customer feedback; and 2) The %u201CLIRM%u201D processes for getting value from the feedback."My work in this space has uncovered some major shifts; which led me to publish a report called Voice Of The Customer: The Next Generation. To begin with, I%u2019ve found a number of problems with current approaches to VoC programs, the most glaring is that programs are all listen and no action. Companies obsess about the measurements and analysis, but many lack processes for responding to the insights in a closed-loop manner."Given the current issues with VoC programs and the new capabilities enabled by a host of vendors, I outlined 6 key trends for VoC Programs (Added: 20-Mar-2011 Hits: 240 )
Experts Corner: Delivering Voice of the Customer - by Becky Carroll
Recently on Customers Rock! Radio, I had the opportunity to have a conversation with Richard Owen, CEO of Satmetrix. We had a great discussion around listening to customers, gathering social media feedback and turning it into action inside of a company, and of course we talked about the NetPromoter score and how to use it strategically. You can listen to the 12-minute segments here (Segment 1), here (Segment 2), and here (Segment 3).""Richard's colleague, and CMO of Satmetrix is Deborah Eastman, and she is our guest blogger today. Deborah shares with us about considerations when listening to customers, whether online or offline, and how technology plays a part. (Added: 20-Mar-2011 Hits: 212 )
How to Listen to the Voice of the Customer in a Multichannel World - CRM Magazine - by Donna Fluss, Maureen Rogers
Between the contact center and other business units within the enterprise. Organizations are realizing the importance of having executives and employees in disparate parts listen and respond to what customers say about their products, services, processes, and even their manner of doing business.""In a recent study of contact center surveying application users, 75 percent of respondents indicated that many operating groups--including product development, sales, marketing, operations, RandD, operations, human resources, field services, and information technology--were using findings from customer surveys. (Added: 20-Mar-2011 Hits: 277 )
VoC: Answering Questions Important to Business - by na
Voice of the Customer (VoC) was developed by Yoji Akao in conjunction with Quality Function Deployment (QFD) %u2013 a product and service design methodology. The intent was to embed concrete and clearly specified customer requirements directly into the design specifications of new products %u2013 VoC was to identify customer requirements; QFD was to connect them with design specifications. The strategy changed the face of customer research.""This work is now recognized as the global best practice in customer research for product, service and program design. Japanese success in the automobile, electronics and heavy industries cannot be understood without understanding what Dr. Akao did for building products and services that actually produced customer demand or pull. (Added: 20-Mar-2011 Hits: 168 )
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