12 Ways to Screw Up Your Voice of the Customer.pdfVIP

Ten Ways to Screw Up Your Voice of the Customer Gerry Katz PDMA Webinars | July 26, 2011 My Objectives for Today • Correct some common misconceptions about Voice of the Customer • Provide you with common sense advice for improving VOC at your company About AMS Founded in 1989 : MIT Sloan School Business Definition: Voice of the Customer Research Consulting for Product Service Design What We Believe In: All business success derives from … 1. Understanding customer wants and needs 2. Creating products, services, and processes that satisfy those wants and needs 3. Metrics that track, manage, and incent VOC Mistakes Come in Two Forms 1 PLANNING 2 EXECUTION Part I: Mistakes in PLANNING Mistake #1: Mis-defining VOC Voice of the Customer = Any Market Research Customer Relationship Management Customer Customer Satisfaction Experience What the Voice of the Customer Is Not… • Demanded or desired solutions and features • Customer-provided technical specifications • Opinions of industry luminaries or so-called experts • Anecdotes from sales or tech support What the Voice of the Customer Is… • A complete set of customer wants and needs Poll Question #1 What the Voice of the Customer Is… • A complete set of customer wants and needs • Expressed in the customer’s own lan