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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

Video recording

Video recording is another excellent way to capture the interview in such a way that it can be analyzed for more information. Video recording has an additional benefit over voice recordings in that you can better see and review your customer's facial expressions and mannerisms when certain questions were asked and as they delivered their answer. While it is possible to share audio and video with others outside of the interview team after the fact, video seems to be more engaging and offers a richer viewing experience. Of course, the same rules apply to video recording as for audio recording in that you must get the customer's permission before actually recording the session.

While tape recording or videotapes do have their place for pinpoint analysis, they are not ideal for cross-tabulating or summarizing the results of a meeting. For this, you still need a robust collection of written notes that are fully indexable.

If you are able to record many of your sessions, you may...

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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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