Voice of the customer (VOC) is a term used in business and Information Technology (through ITIL, for example) to describe the in-depth process of capturing customer's expectations, preferences and aversions. Specifically, the Voice of the Customer is a market research technique that 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. 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, Quality Function Deployment (QFD), and the setting of detailed design specifications.
Much has been written about this process, 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 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.
According to APICS the definition of VOC is: Actual customer descriptions in words for the functions and features customers desire for goods and services. In the strict definition, as relates to quality function deployment (QFD), the term customer indicates the external customer of the supplying entity.
Discover All the Advantages of Using Design for Six Sigma to Develop and Build Customer Value-Based Products
Voice of the Customer Capture and Analysis equips Six Sigma you with the skills needed to create and deploy surveys, capture real customers need with ethnographic methods, immediately analyze the results, and coordinate and drive responsive actions.
Quality expert Kai Yang explains how to utilize the statistical methods of Design for Six Sigma to identify key customer needs and assess the cost of poor quality. He then shows how to design robust products to meet those needs, optimize product life cycles, and accurately validate their findings.
Voice of the Customer Capture and Analysis features a wealth of information on Six Sigma and value creationâ¦customer survey design, administration, and analysisâ¦ethnographic researchâ¦process management and Lean Product Developmentâ¦the deployment of customer value into products-DFSSâ¦and value engineering. This product design tool enables you to:
With the help of Voice of the Customer Capture and Analysis, you can now acquire the skills needed to truly understand a customer's wants and needs, in order to develop and build optimal products.
Most Design for Six Sigma product development teams fall short of truly understanding their customers' want and needs until it is too late. Market research studies and reports simply do not provide sufficient guidance. Today's Six Sigma practitioners need a comprehensive approach to designing and building customer value-based products.
Voice of the Customer Capture and Analysis now gives you the ability to create and deploy surveys, capture real voice of the customer in the field, immediately analyze the results, and coordinate and drive responsive actions.
This powerful product-development tool demonstrates how to utilize the statistical methods of Design for Six Sigma to identify key customer needs â¦assess the cost of poor qualityâ¦design robust products to meet those needsâ¦optimize product life cyclesâ¦and accurately validate their findings.
By using the expert methods, strategies, and guidelines presented in Voice of the Customer Capture and Analysis, you can:
This wide-ranging resource will give you the ability to minimize sources of response and measurement error â¦clearly discern customer preferencesâ¦design VOC research to minimize the perils of mistranslationâ¦respond to analytical implications of VOC data â¦and optimize design to decrease sensitivity of CTQs to process parameters.
Comprehensive and authoritative, Voice of the Customer Capture and Analysis provides you with all the tools you need to fully understand customer needs and wants_and then develop and build outstanding products that meet, or exceed, customer expectations.
This is the first book that really explains how great companies like Lexus, UPS, JetBlue, and Enterprise Rent-A-Car get it right, delivering consistently high customer satisfaction and translating it into profitable growth. It will teach you, for instance, how to:
? Understand the financial link between satisfaction and profits
? Turn customers who are simply ?satisfied? into vocal advocates
? Empower frontline employees to do the right thing
? Use problem resolution as an opportunity to make new fans
Satisfaction offers advice for companies large or small, for product manufacturers, service providers, and retailers alike. It delivers not just a stockpile of customer research, but a road map to developing specific policies and processes. It also tells fascinating stories of companies that don?t just talk the talk, but walk the walk every day?and of other companies that ignored the voice of the customer, with dire consequences.
Cisco Unified Customer Voice Portal
Building Unified Contact Centers
Rue Green, CCIEÂ® No. 9269
The definitive guide to deploying Cisco Unified Customer Voice Portal IVRs in any contact center environment
Thousands of companies are replacing legacy ACD/TDM-based contact centers with pure IP-based unified contact center solutions. One of these solutions is quickly earning market leadership: Cisco Unified Customer Voice Portal (CVP). Now, one of the leading Cisco CVP experts brings together everything network and telephony professionals need to successfully implement production Interactive Voice Response (IVR) solutions with CVP: architectural guidelines, deployment best practices, detailed insights for design and sizing, and more.
CCIE Rue Green guides you through designing unified contact centers with CVP, and deploying proven infrastructures to support your designs. The author first explains CVPâs architecture, outlining its key advantages and opportunities for integration and illuminating the design challenges it presents. Next, he guides you through addressing each of these challenges, covering all CVP components and tools and offering detailed insights available in no other book.
Using this bookâs detailed working configurations and examples, you can minimize configuration errors, reduce downtime, strengthen monitoring, and drive maximum value from any CVP-based unified call center solution.
Rue Green, CCIE No. 9269 (Routing & Switching and Voice), CISSP, MCSE, MCITP is a Technical Leader for the Customer Collaboration Service Line within Cisco Advanced Services, where he focuses on unified contact center architectures and deployment methodologies. He currently acts in a delivery architect role for Unified CVP, Unified ICM, and Cisco Unified Communications Manager for Unified Contact Center Solutions. He has spent the last 21 years working within different roles related to the architecture, design, and implementation of large voice and data networks, including several years working with complex contact center solutions.Â
Â·Â Â Â Â Â Â Â Â Discover CVPâs powerful capabilities and advantages
Â·Â Â Â Â Â Â Â Â Understand how CVPâs components fit together into a unified architecture
Â·Â Â Â Â Â Â Â Â Utilize CVP native components: Call Server, VXML Server, Reporting Server, Operations Console Server, and Cisco Unified Call Studio
Â·Â Â Â Â Â Â Â Â Integrate non-native components such as IOS devices, Unified ICM, UCM, content load balancers, and third-party servers
Â·Â Â Â Â Â Â Â Â Choose the right deployment model for your organization
Â·Â Â Â Â Â Â Â Â Implement detailed call flows for Standalone, Call Director, Comprehensive, and VRU-only deployment models
Â·Â Â Â Â Â Â Â Â Design Unified CVP for high availability
Â·Â Â Â Â Â Â Â Â Efficiently deliver media via streaming, caching, and other techniques
Â·Â Â Â Â Â Â Â Â Address crucial sizing, QoS, network latency, and security considerations
Â·Â Â Â Â Â Â Â Â Successfully upgrade from older versions or H.323 platforms
Â·Â Â Â Â Â Â Â Â Isolate and troubleshoot faults in native and non-native CVP components
Â·Â Â Â Â Â Â Â Â Design virtualized Unified CVP deployments using UCS
This IP communications book is part of the Cisco PressÂ®Â Networking Technology Series. IP communications titles from Cisco Press help networking professionals understand voice and IP telephony technologies, plan and design converged networks, and implement network solutions for increased productivity.
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. Youâll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment.
In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: âA brand isnât what you say it is
ÂAt the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
The Customer's New Voice shows businesses how to motivate and transform directly volunteered consumer knowledge into profitable insights, enabling a new echelon of marketing relevancy, customer experience, and personalization. With a deep look at the inner workings of how a modern generation of business innovators are tapping into the fresh opportunities with the customer's new voice, this book describes how businesses are transforming "inference-based" predictions of purchase intent with direct consumer knowledge of their actual intentions and buying context. The result: An untouchable/unprecedented level of offer relevancy, experience, and personalized service levels.
Those offers range from the most basic app model of "Give me your physical location, we'll find the best Thai restaurant near you, and give you an instant coupon" to a more complex model such as an Electric utility value proposition: "We'll give you discounts to charge your Prius during certain times to help us optimize our grid efficiency while allowing Toyota to monitor and optimize your battery to enable Toyota's R&D and customer experience enhancement." Forty case studies detail proven approaches for directly engaging the new consumer, showing companies how to take advantage of rapidly evolving personal technologyâsmart phones, homes, vehicles, wearable technology, and Internet of Thingsâand the new sharing culture to collect the higher value "intentionally/ discretionarily" shared information. Readers gain access to a robust tool set including templates, checklists, tables, flow diagrams, process maps, and technical data schematics to streamline these new capabilities and accelerate implementation of these transformational techniques.
Ninety percent of the data that businesses use to determine what they sell or how to personalize a customer experience results from consumers unintentionally volunteering "indirect" data; however, this type of data has less than 10 percent accuracy. This low effectiveness also necessitates up to 70 percent of a business's cost infrastructure. Direct consumer knowledge is now available and boasts up to 20-50 percent accuracy, yet businesses remain anchored in the old "indirect" competencies. This book helps companies integrate compelling sharing motivators and controls for consumers to feel motivated and safe about directly sharing their product and experience desires, providing the ultimate market advantage.
Parsing "incidentally" volunteered data has been stagnant for decades due to the capabilities and expectations of a new generation of enabled consumers
The timeless reality is that any level of investment in computing power, data, and analytics will never approach their full ROI potential without interfusing the direct, intentional insights from the consumer. If today's forward-thinking companies want to profitably engage the new consumers, they must learn the secrets of motivating and safeguarding this new potential of customer transparency. The risks of not engaging these new consumer voices? Irrelevancy and Silence. The Customer's New Voice shows businesses how to fulfill the promise and caveat of the new consumer: "If you make my life easier, reward me, and respect my shared information: I will tell you my secrets."
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