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    Voice of Customer

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    Raffay

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    Voice of Customer

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    Raffay
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    7 views2 pages

    Voice of Customer

    Uploaded by

    Raffay

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    What is Voice of Customer?

    Voice of Customer is the customer’s voice, expectations, preferences, comments, of a


    product or service in discussion. It is the statement made by the customer on a particular
    product or service.

    Customer Identification:
    Customer is the one who buys or uses your products/services and he/she is the one who
    receives the process output. We broadly classify customers into two categories:

     Internal Customers: Internal Customers are the ones who are internal to the
    organization. They are Management, Employee(s) or Any Functional Department in
    your organization.
     External Customers: External Customers are not a part of the organization. They
    are either the ones who use our product(s) or service(s) or have vested interest in
    the organization. For e.g. Clients, End-Customers, Shareholders, among others.

    Customer Needs and Requirements:


    Need is a desire or an expectation of a customer from a given product or service.
    Customers may have many stated needs which are often vague and generally are “wants”
    from a product/service.

    For example Customer requires an Air-Conditioner for its use in his/her bed-room. The real
    need of the customer is cool temperature in the bedroom. Similarly, the real want from the
    Air-Conditioner is it has to be quite, cost-effective and maintenance free. When the
    customer states his/her requirements, we will often get to hear that the need is “Cool
    Temperature, Less Noise (quite), Cost Effective and Free of Maintenance”. However, “Cool
    Temperature” is the need and the rest are just wants. It is important for the project team to
    understand the stated needs of the customer and separate them from wants.

    The main reason that we separate needs and wants are: Needs are important critical
    features and Wants are expectations of the product or service over and beyond the needs.
    If the product/service is not able to fulfill “Wants” of the customer, the customer may only be
    highly displeased / dissatisfied. However, if the product/service is not able to fulfill “Needs”
    of the customer, he/she will not use the product/service and there is a high likelihood that
    he/she will switch to competitors product/service. Organizations reputation may also be at
    stake if “Needs” are not met.

    Requirement is an attribute of the product or service which fulfils the needs of a customer.
    Customer defines these requirements and are the “musts” of a product or service.

    For example in the above example of an air-conditioner, customer’s requirement is “Cool


    Temperature” and the rest are “Good to Have” features. Customer will not buy the Air-
    Conditioner if all of “Good to Have” features are present but the “Requirement(s)” are not
    fulfilled. However, customer may buy the product/service if the “Requirement” is fulfilled and
    “Good to Have” features are present or not present.

    Translating Voices to Needs:


    Voice of Customer (VOC) methodology can be used to capture the customer needs – both
    current (stated needs) and latent (unstated needs). VOC methodology helps capture the
    needs of customer through stated verbatim comments (customer voices). It helps translate
    verbatim comments (customer voices) into customer needs to product/service output
    characteristics (customer requirements).

    Distinct Categories of VOC:


    At an organization level we broadly classify VOC into four distinct categories (AICP):

     Voice of Associate: The feedback that we get from our Employees


     Voice of Investor: The feedback that we get from our Management and
    Shareholders
     Voice of Customer: The feedback that we get from our Clients and End-customers
     Voice of Process: The feedback that we get from measuring our CTPs (Critical To
    Process) and CTQs (Critical To Quality)

    Voice of Customer (VOC) Methods:

     Surveys: Surveys are a designed set of questionnaire which is sent out to potential
    or existing customers. Surveys are cost effective, however, have very low response
    rate.
     Interviews: Interviews are individual meetings with potential or existing customers
    where a set of questions are asked and answers are discussed to understand
    customer voices. Interviews can tackle Complex Issues, however, requires Trained
    Resources.
     Focus Group: A group of people are called together in one conference room and a
    discussion is held on specific topics that need to be addressed. These focus groups
    are excellent for identifying the CTQ (Critical to Quality), however, are difficult to
    generalize.
     Suggestions: Client/Customer/Employee feedback is received and treated as
    suggestion to improve product or service. Suggestions provide good improvement
    opportunities, however, does not look at overall process.
     Observations: During the course of the process, individuals can have observations
    and can provide feedback to the process which does act as a Voice of Customer.

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