Packt+ | Advance your knowledge in tech

All Products

Best Sellers

New Releases

Books

Videos

Audiobooks

Free Learning

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

Articulating the value

In the previous section, we talked about how value is a main component in our pricing analysis. In this section, we will also discuss how one can take the value that we have built into our product and communicate it to the rest of the customer base to help us market and sell our product.

Unfortunately, according to a Forrester study, only 15% of sales people are able to articulate their offerings in terms of solving a problem for their customers. This is very disappointing when one realizes that customers do not buy products, they buy outcomes. If they do not understand the value your product offers in solving their problem, the chances they will buy your product are very slim indeed.

Today's customers have access to more information than ever before about your goods and services. No longer can the salesperson simply expect to set an appointment and then "show up and throw up" with an expectation that a certain percentage of customers will buy their product. In today...

The rest of the chapter is locked

Register for a free Packt account to unlock a world of extra content!

A free Packt account unlocks extra newsletters, articles, discounted offers, and much more. Start advancing your knowledge today.

Unlock this book and the full library FREE for 7 days

Get unlimited access to 7000+ expert-authored eBooks and videos courses covering every tech area you can think of

Start free trial

Renews at $15.99/month. Cancel anytime

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.

See other products by Robert Coppenhaver

Other recommended products

Related to this chapter

Lean Product Management

Lean Product Management

Lean Product Management is a handy guide for product managers and anyone embarking on new product development. This book will help readers to align their product strategy by identifying the most viable product, setting up and measuring time-bound metrics, developing a clear product roadmap, and eliminating waste.

May 2018 8 hours 0 minutes

Scaling Scrum Across Modern Enterprises

Scaling Scrum Across Modern Enterprises

Scaling Scrum Across the Modern Enterprise covers both conceptual and commercial approaches to scaling agile, most of which build off the base Scrum framework. You will learn commercialized approaches created specifically to implement agile development concepts, values, and principles on larger and more complex development portfolios, programs, and projects

Aug 2020 20 hours 36 minutes

Hands-On UX Design for Developers

Hands-On UX Design for Developers

This hands-on guide will teach you simple-to-advanced steps of user experience design. It starts from idea concept evaluation, product research, user interface design, and design implementation in code. We focus not only on the UI or design, but also on other things that are connected to it. UX has its own process that requires its own sets of skills or tools, so we will go from sketching ideas on paper, creating wireframes, designing interfaces, and creating prototypes to controlling design versions and implementing design in code.

Jul 2018 11 hours 40 minutes

The Economics of Data, Analytics, and Digital Transformation

The Economics of Data, Analytics, and Digital Transformation

A comprehensive guide for seasoned business leaders who struggle with where and how to exploit the economics of data and analytics to gain true value from data, accelerate company operations through AI, and guide their digital transformation.

Nov 2020 8 hours 40 minutes

The New Engineering Game

The New Engineering Game

The New Engineering Game is an ideal book to familiarize yourself with the new engineering playfield that has emerged as a result of digitalization. This book teaches you the various concepts to help you take your first steps into becoming a successful player in this fast-moving arena.

Aug 2019 4 hours 20 minutes

Driving DevOps with Value Stream Management

Driving DevOps with Value Stream Management

This book explains how value stream management provides lean improvement strategies to streamline, integrate, and orchestrate DevOps work and information flows to optimize software value delivery capabilities. You'll be able to implement systems thinking, Lean development, and Agile practices across all operational and development value streams.

Aug 2021 22 hours 32 minutes

Exploring Experience Design

Exploring Experience Design

Everything humans interact with has an experience associated with it. Some are good, some are bad, but only recently have we begun to consciously design these experiences. We are now at a point in time when experience-design has suddenly exploded into the consciousness of business people and ordinary people all over the world. This book addressees common queries related to Experience Design such as “what is it?” and “why has it become so important?” “Who pays for it and why? Who creates it and how? Who is it created for and why is it effective?”

Aug 2017 13 hours 20 minutes

Oracle CX Cloud Suite

Oracle CX Cloud Suite

Oracle CX Cloud Suite helps companies leverage customer experience to differentiate, innovate, and improve business results. It is the most integrated, and extensible customer experience solution available. With this comprehensive guide to implementing Oracle CX Cloud, administrators of all levels can easily acquire knowledge of the platform.

Mar 2019 8 hours 28 minutes

Max Fatourechi shares his decades of experience building successful CRM systems that make a real difference to business performance. Through clear processes, actionable advice, and informative case studies, The Art of CRM teaches you to design successful CRM systems for your clients

May 2019 12 hours 0 minutes

Industrial Digital Transformation

Industrial Digital Transformation

Digital transformation requires the ability to identify opportunities across industries and apply the right technologies and tools to achieve the right business outcomes. You will be guided through how digital transformation can be implemented in your organization across different levels using emerging technologies.

Nov 2020 14 hours 12 minutes

Remote Usability Testing

Remote Usability Testing

Usability testing is a sub-discipline of User Experience, and remote testing involves fewer logistics, allows participation regardless of location and is quicker and cheaper to execute than in person studies, but still deliver valuable insights and feedback. This book is your ideal guide to remote usability testing.

Aug 2018 6 hours 44 minutes

Lean Mobile App Development

Lean Mobile App Development

The Lean methodology is a hit in startup land. It’s a movement that keeps growing – it will soon be the ultimate methodology for creating a startup that succeeds. That may sound great from a theoretical point of view, but what does that mean for you as an Android or iOS developer? By adopting Lean development principles, it’s so much easier to build apps that take Google Play or the App Store by storm. This book shows you how, helping you to bring together smarter business processes with technical know-how. Using this practical guide, you will be able to use Lean to your advantage.

Nov 2017 12 hours 36 minutes

Personalised recommendations for you

Based on your interests and search pattern

Engineering Manager's Handbook

Engineering Manager's Handbook

Engineering Manager's Handbook is a comprehensive guide for managers to excel in their role, foster customer-centric digital products, learn leadership, team building, and balancing technical work with management. You’ll also explore how to develop trust, authority, and collaboration to drive success and make a lasting impact.

Sep 2023 9 hours 16 minutes

C++ Game Animation Programming

C++ Game Animation Programming

Video game characters have a fascinating history, evolving from simple 2D sprites to high-polygon 3D models. Take a look behind the curtain and learn how to build a 3D renderer, load character models, play animations and blend between them, and create large crowds of animated people with this comprehensive C++ game animation programming guide.

Dec 2023 16 hours 0 minutes

Gamification for Product Excellence

Gamification for Product Excellence

This book helps you to take your product management strategy to the next level by standing out in crowded markets. Along with boosting user adoption rates by creating engaging products that incorporate playful elements, learn gamification theory and how to integrate it into your design, product development, and product management processes.

Sep 2023 11 hours 40 minutes

Supercharging Productivity with Trello

Supercharging Productivity with Trello

Supercharging Productivity with Trello is the ultimate guide for anyone looking to boost their productivity with digital tools. Whether you're new to Trello or a seasoned professional, this book covers everything from core features to advanced automation, and Power-Ups.

Aug 2023 11 hours 24 minutes

Automate It with Zapier and Generative AI

Automate It with Zapier and Generative AI

This comprehensive guide takes you through the concepts of business process automation, showing you how Zapier can facilitate it without having to write code and helping you to boost productivity. You’ll learn how to save time, reduce costs, and make your business recession-proof by using Zapier to automate tasks in your cloud-based business apps.

Aug 2023 23 hours 32 minutes

Scoring to Picture in Logic Pro

Scoring to Picture in Logic Pro

In this book, you’ll explore a variety of techniques to synchronize music to picture using Logic Pro. Though this is not a technical manual, it will teach you how to make the best use of Logic Pro and how to wield this technology to maximize your potential when scoring to picture.

Sep 2023 13 hours 44 minutes

Mastering Information Security Compliance Management

Mastering Information Security Compliance Management

This concise book equips you with the knowledge and practices needed to establish and maintain an effective information security management system. The chapters provide insights into ISO/IEC 27001/27002:2022, risk management, ISMS development, incident management, audit processes, and strategies for continuous improvement.

Aug 2023 7 hours 52 minutes

Implementing Atlassian Confluence

Implementing Atlassian Confluence

Implementing Atlassian Confluence provides both a high-level overview and an insightful path for remote collaboration with Atlassian Confluence. With this multi-layered yet practical guide, you’ll be able to set up Confluence-based collaboration with minimum external consultancy services to ensure smooth and close coordination between teams.

Sep 2023 13 hours 32 minutes

R Bioinformatics Cookbook

R Bioinformatics Cookbook

This book takes a unique problem–solution approach to handling complex tasks in the bioinformatics domain using different datasets present in the book. With the help of real-world examples, you’ll learn to put each independent recipe to use to tackle problems in the field of bioinformatics.

Oct 2023 13 hours 12 minutes

Build Your Own Metaverse with Unity

Build Your Own Metaverse with Unity

Build Your own Metaverse with Unity is a practical guide for developers to create their own metaverse - a virtual world with infinite possibilities. It empowers you to identify gaps in existing metaverses and improve upon them, enabling you to shape your virtual world.

Sep 2023 19 hours 32 minutes