Voice	  of	  the	  Customer	  How	  To	  Discover	  and	  Deploy	  Real	  Customer	            Needs	                     ...
Customers perceive value when they get what they want,preferably at an acceptable price. The only way to deliverquality to...
Well	  known	  situaDon:	  when	  it	  comes	  to	  a	  decision	  WHAT	  is	  going	                         to	  be	  do...
What	  do	  companies	  conclude?	    Mostly	  depends	  on	  the	  strongest	  voice	  
Reality	  in	  Product	  Development	                                           PracDce	  60%	  of	  all	  new-­‐developme...
Listening	  too	  literally	  “Voice	  of	  the	  Customer”	                               In	  order	  to:	              ...
Think	  unalike	  about	  customer	  needs…	    "People	  dont	  want	  to	  buy	    a	  quarter-­‐inch	  drill.	  They	  ...
What	  is	  “Voice	  of	  the	  Customer”?	   •  Voice	  of	  the	  Customer	  is	  a	  disciplined,	  cyclical	  approach...
What	  is	  Customer	  Need	  •  Statement	  of	  benefit	  to	  the	  customer	  •  Talks	  about	  the	  customer	  not	 ...
Type	  of	  Customer	  Needs	                 Needs	  that	  the	                           Needs	  that	                 ...
Latent	  Customer	  Needs	                     •  Customer	  is	  unaware	  of	  it	                     •  Delighter	  wh...
ArDculated	  Customer	  Needs	                            •  Customer	  is	  aware	  of	  it	                            •...
Perceived	  Customer	  Needs	                       •  Did	  not	  come	  from	  the	  customers	                       • ...
VOC	  brings	  real	  customer	  needs	   into	  the	  center	  of	  the	  business	                  performance	   Custo...
How	  can	  we	  discover	  what	  customer	    want?	  •  To	  be	  able	  to	  understand	  what	  customer	  wants	    ...
When	  talking	  to	  customers..	  •  Try	  not	  to	  ask	  (too	  much)	  yes/no	  quesDons	  •  Try	  to	  get	  as	  ...
When	  talking	  to	  customers..	     EXAMPLE:	     Answers:	  good,	  fast,	  easy,	  maintainable,	  useful,	  cheap,	 ...
When	  talking	  to	  customers…	                                                           •      Get	  customers	  to	  ...
for	  more	  informaDon…	                    CoddeL         Burgermeester	  Dijkmeesterweg	  6	                  7201	  AL...
Voice of the Customer
Voice of the Customer
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Voice of the Customer


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Voice of the Customer (VOC) is a disciplined, cyclical approach to obtaining, understanding, and prioritizing customer wants, needs and importance's.

VOC is a first building block of the QFD (Quality Function Deployment) and the Six Sigma quality management platform and is a first step in product design/development process.

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Voice of the Customer

  1. 1. Voice  of  the  Customer  How  To  Discover  and  Deploy  Real  Customer   Needs   Copyright  ©  2012  CoddeL  
  2. 2. Customers perceive value when they get what they want,preferably at an acceptable price. The only way to deliverquality to the customers is to engage in continuous redesignand improvement where the customer is your “data center”. Engage with your customers, learn who they are and whatjob they want to do better, what is the most important andthe least satisfactory steps in their process routines, end soon…The best proven methodology, for understanding whatcustomer really wants is Voice of the Customer.
  3. 3. Well  known  situaDon:  when  it  comes  to  a  decision  WHAT  is  going   to  be  done…   Everyone  talks  about   customer  “needs”,  but  there   is  no  agreement  on  what  a   need  is  –  what  its  purpose,   structure,  content,  format   should  be  and       HOW  TO  GET  IT????                                                    “You  have  to  listen  to  me  …I  know  exactly  what  customers  want!”  
  4. 4. What  do  companies  conclude?   Mostly  depends  on  the  strongest  voice  
  5. 5. Reality  in  Product  Development   PracDce  60%  of  all  new-­‐development   efforts  are  scuUled  before  they   reach  the  market    40%  that  are  launched  fail  to   become  profitable  /  fully   effecDve  and  are  withdrawn      75%  of  all  innovaDon  investments   are  wasted    Source:  Clayton  Christensen  “Innovator’s  Solu>ons”    
  6. 6. Listening  too  literally  “Voice  of  the  Customer”   In  order  to:   •  describe    soluDons   •  test  concepts   •  get  requirements   …  is  a  certain  way  to  fail  to  uncover  real  customer’s  needs    
  7. 7. Think  unalike  about  customer  needs…   "People  dont  want  to  buy   a  quarter-­‐inch  drill.  They   want  a  quarter-­‐inch  hole!“                Theodore  LeviU,  1975  
  8. 8. What  is  “Voice  of  the  Customer”?   •  Voice  of  the  Customer  is  a  disciplined,  cyclical  approach   to  obtaining,  understanding,  and  prioriDzing  customer   wants,  needs  and  importances.     •  Voice  of  the  Customer  (VOC)  is  a  crucial  part  of  QFD   (Quality  FuncDon  Deployment)    and  the  Six  Sigma  quality   management  plaiorm  and    is  a  first  step  in    product   design/development  process.  
  9. 9. What  is  Customer  Need  •  Statement  of  benefit  to  the  customer  •  Talks  about  the  customer  not  the  product  •  Technology  and  product  independent  •  Defines  value  to  customer  •  Talks  about  solving  problem,  opportuniDes,  look/feel  good   And  what  is  not   •  Product  features   •  Improvements  of  excising  processes,  products  or  services   10  
  10. 10. Type  of  Customer  Needs   Needs  that  the   Needs  that   Internal   Articulated Needs Perceived NeedsLatent Needs customers  are   customers  tell   assumpDons   not  aware  of   you  about  but   about  what   through  the   customers   frame  of   need   known   soluDons  
  11. 11. Latent  Customer  Needs   •  Customer  is  unaware  of  it   •  Delighter  when    met   •  Big  differenDator  on  the  market     •  Brings  the  business  out  of  the   commodity  domain   •  Can  be  difficult  to  uncover   •  VOC  is  the  method  to  discover  it.  
  12. 12. ArDculated  Customer  Needs   •  Customer  is  aware  of  it   •  Customer  communicate   directly  but  not  in  a  need   form     •  Mostly  communicated  set   of  desired  soluDons   (already  in  a  market)  but   beUer   •  VOC  is  the  method  to   discover  hidden  customer   needs  behind  the  variety  of     statements  
  13. 13. Perceived  Customer  Needs   •  Did  not  come  from  the  customers   •  Mostly  assumed  from  internal   sources   •  Olen  provoke  different  opinions   from  markeDng,  sales  and   development  teams.   •  Strong  chance  for  being  wrong   •  VOC  method  bring  the  internal   opinions  and  real  customer  needs   in  balance.  
  14. 14. VOC  brings  real  customer  needs   into  the  center  of  the  business   performance   Customer  needs   Business  performance  
  15. 15. How  can  we  discover  what  customer   want?  •  To  be  able  to  understand  what  customer  wants   we  should  put  ourselves  in  their  shoes  and  walk   step-­‐by-­‐step  with  them  through  their  daily  job   rouDne.    •  Understanding  what  customer  does  will  reveal   what  they  want  to  do  beUer  and  which  process   step  is  more  important  than  another.    •  The  window  of  business  opportuniDes  for  a  new   product  or  proposiDon  is  the  smart  link  between   customer  most  important  needs  and  it’s  current   saDsfacDon  level.  
  16. 16. When  talking  to  customers..  •  Try  not  to  ask  (too  much)  yes/no  quesDons  •  Try  to  get  as  much  as  possible  measurable  data:   hours,€,  dimensions,  quanDDes  …..  •  To  get  the  need  of  the  customers   –  e.g.  Customer  says:   We  need  ABC  type  of  …   –  Ask   why ,  what  is  the  benefit  if  you  would   use….   –  Which  problem  you  would  solve  with  it…   –  What  is  a  current  soluDon  (who  is  the   supplier  J)…  
  17. 17. When  talking  to  customers..   EXAMPLE:   Answers:  good,  fast,  easy,  maintainable,  useful,  cheap,   expensive,…  leads  to  nowhere.    You  have    to  ask  for   an  explanaDon.   Example:   Customer:   The  process  could    be  beUer  (more  efficient)   1.  Interviewer:   If  the  Dme  of  the  preheaDng  step  is  reduced  from  5  hours  to  2,5   hours  would  it  be  considered  as  a  extreme  /  significant  /  moderate  or  minor   improvement.  Why?   2.  .  Interviewer:   By  using  AAA  product  our  customers  reduced  heaDng  Dme  from  3   to  1.2  hours.  What  do  you  think  about  this  improvement?  How  important  to  your   process  would  be  this  improvement?     And  don t  forget   WHY ?    J  
  18. 18. When  talking  to  customers…   •  Get  customers  to  arDculate  underlying  and   latent  needs   •  5  WHYs  where  interviewer  conDnues  to  ask   the  customer  “Why?”  unDl  they  reveal  the   underlying  reason  behind  their  acDons.   •  NOKIA  example:   •  You  told  me  you  carry  your  phone  in  your   pocket.  WHY  do  you  carry  it  there?   •  -­‐  It  is  easy  to  get  it   •  WHY  is  that  important?   -­‐  I  don’t  want  to  make  the  person  wait  for   me  to  answer   •  WHY?   -­‐  I  don’t  want  to  seem  as  if  I  am  too   important  to  take  the  call  (implies   arrogance)   •  Etc.  …only then you can be sure that you understand the real customer needs
  19. 19. for  more  informaDon…   CoddeL Burgermeester  Dijkmeesterweg  6   7201  AL  Zutphen   info@coddel.nl     www.coddel.nl