The VoCMOT

This is the moment you have been building up to. This is the VoC Moment of Truth. You have gotten approval from your management to pursue a customer VoC and have received funding. You have segmented your market and selected the key customers you wish to interview. You have painstakingly developed a robust interview guide, have scheduled appointments with your customers, and have hopefully received permission before you arrive to record the interview and have even signed an NDA when customers required it. Now is the moment of truth, as the actual face-to-face customer interviews you will do are the heart and soul of the customer VoC and the lifeblood of the new product development process.