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From Voices to Results - Voice of Customer Questions, Tools and Analysis

You're reading from From Voices to Results - Voice of Customer Questions, Tools and Analysis

Product type Book

Published in Apr 2018

Publisher

ISBN-13 9781783001446

Pages 218 pages

Edition 1st Edition

Languages

Concepts

Author (1):

Robert Coppenhaver

Table of Contents (14) Chapters

From Voices to Results – Voice of Customer Questions, Tools, and Analysis

Credits

About the Author

Preface

1. Solving Problems and Driving Value with VoC

2. VoC in the Product Development Process

3. Laying the Groundwork

4. Gathering the Customer Needs for Your Product

5. The Interview Process – Preparation

6. The Interview Process – The Interview

7. Understanding the Customer's Voice

8. Validating the Customer's Voice

9. Completing the Circle – Using the Customer's Voice in Your Organization

Epilogue

Summary

In this chapter, we have discussed various tools and methods to gather market, product, and organizational data to provide a more holistic view of your market and opportunity, which are as follows:

SWOT: An articulation of the organizations internal and external forces which aid in understanding your strengths and weaknesses in the marketplace, as well as the opportunities and potential threats you face
Porter's Five forces: A more focused and detailed view of the forces within a market which will have an effect on your ability to be successful
Growth-Share Matrix: A more detailed look at your own product portfolio and allowing you to understand those products that should be invested in, those products you should "milk", and those products you should jettison
Segmentation: A deeper look at your customers market with an understanding of how to identify which segments you should target for your products and research
Competitive Analysis: A more detailed understanding of your competition...

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Authors (1)

Robert Coppenhaver

Robert Coppenhaver is a product management/marketing professional and is the founder of 5P Marketing, LLC. During Robert's career, he has trained marketing and product management professionals in organizations such as Honeywell, TDK-Lambda, and was adjunct faculty for Marketing in Cleveland OH. He is a proponent of using Voice of the Customer to create organizational value, and has personally been responsible for over $1B in incremental revenue in organizations deploying VoC best practices.

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