Acquiring, Processing, and Deploying: Voice of the Customer
Do you want a better understanding of who your customers are? Do you want to learn how to acquire the customer voice? The next decade will be the decade of the customer. Meeting their wants, needs, and desires better than anyone else will be paramount to your organization's success. Acquiring, Processing, and Deploying Voice of the Customer gives you the tools you need to develop a Voice of the Customer (VOC) plan from beginning to end.
Shillito describes the delicate customer-company balance. He covers the various components types of VOC such as voice of the company, voice of the designer/engineer, and voice of marketing that must be integrated through the use of an interdisciplinary team to achieve a sustainable competitive advantage for the enterprise. The author not only discusses VOC but also includes a hybrid model - Customer Oriented Product Concepting (COPC) - for deploying VOC into a product or service design that balances the needs of the customer with the needs of the enterprise.
All of these elements go into developing a successful VOC process. However, timing is key. Shillito presents a step-by-step template for integrating VOC into the fuzzy front end of the commercialization process. He demonstrates how product development teams can get an early focus and stay on course during the commercialization process. The book provides a set of breakthrough tools that may be used to obtain and deploy VOC.
The most comprehensive VOC guide available, Acquiring, Processing, and Deploying Voice of the Customer provides you with the techniques required to shape a product or service so that their elements balance customer and company needs while being affordable to both. It describes qualitative and quantitative processes integrated into a system to determine the customer's wants and how you can meet them. The new methods found in this book will put you ahead of your competition and ahead of the crowd.
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Chapter 1 THE WORLD OF VOC
Chapter 2 COMPANY AND CUSTOMER FOCUS
Chapter 3 COLLECTING VOC
Chapter 4 INTERPRETATION AND TRANSLATION OF VOC
Chapter 5 STRUCTURING CUSTOMER DATA
Chapter 6 QUANTIFYING STRUCTURED VOC VALUE MEASUREMENT TECHNIQUES
Chapter 7 VOC INTEGRATION
Chapter 8 DEPLOYING VOC
Chapter 9 TRACKING VOC INTO THE FUTURE
Chapter 10 VOC SYSTEM FROM A SEASONED PERSPECTIVE
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12 Questions 3-hole punch Advanced QFD Linking Affinity Diagram answers basic function business plan cards column commercialization process Company Needs competitive analysis COPC matrix COPC process customer chain customer features Customer Morphology customer needs customer verbatims customer’s decision maker define Delphi deployed descriptors develop dialogue document Essex Junction example Figure focus groups future glossary hierarchy House of Quality impact importance ratings input interaction interview John Wiley Kano labels Market and Company method paradigms Pareto performance problem Process Flow Diagram product concept product design product features Product Profile punch assembly Q-Sort QFD Linking Technology Quality Function Deployment quantify rating scale satisfy Shillito solution strategy matrix structure target team members team’s techniques technology paths Technology to Market template Tree Diagram value-added reseller VOC collection VOC data VOC verbatims VOC/QFD voice weighted Wiley & Sons