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Public Training Course Dates & Information:

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Private TrainingPrivate Training

A customizable, cost-effective solution for groups of 5 or more. Contact us to learn more »

Private TrainingGroup Discount Save up to 25%

Enroll three students in the same course (held on the same date and at the same location) at the regular price and receive a fourth enrollment for free. *This offer cannot be combined with any other promotional offer(s).

Listening to the Voice of the Customer

Do you know exactly what your customers want and/or need? The success of your business depends on customer satisfaction, which can be achieved only by listening to the Voice of the Customer and acting accordingly.

Learn how to identify customers from a holistic perspective, recognize customer segments that are relevant to your business, collect and analyze Voice of the Customer data, and determine critical-to-quality characteristics that will ensure customers’ satisfaction. This workshop-based program walks you through the five-step Voice of the Customer process, which will help you find out what your customers really want – before you begin product planning and development.

Upcoming Dates and Locations

Virtual seminars run as 1/2-day sessions. In-person classes run as full-day sessions. See the virtual session daily class times.

There are currently no public dates scheduled. All our courses are available to be held at a location of your choice. Please contact us for more information.


At the end of this workshop, participants will be able to:

  • Explain VOC and its strategic importance.
  • Describe the five steps of the VOC process and associated outcomes.
  • Identify the main customers who use your product or service and market segments that might be relevant to your project.
  • Write open-ended questions to help you learn what is important to your customers.
  • Identify reactive and proactive sources of data for your project.
  • Create a plan for collecting your VOC data.
  • Translate the data collected into need statements.
  • Sort the needs from other data.
  • Organize the need statements into categories.
  • Prioritize the need statements.
  • Identify CTQ measures to support customer needs.
  • Set targets and specifications for each CTQ.
  • Summarize data using a basic QFD

Who Should Attend

Anyone involved in understanding customer requirements and designing and developing products and services that meet customer needs. Staff members in design engineering, reliability engineering, quality, manufacturing, and customer service will learn how to better understand customer needs and wants and translate them into improved customer satisfaction. Every employee plays a part in achieving customer satisfaction and building customer loyalty.

In-Person Days: 3
CEUs: 2.5

Public virtual seminars run daily from 1:30-5:00 p.m. EST (3.5 hours each day).

Auditor classes that that require a final exam are extended by 2 hours on the last day to administer the final exam.

For more information download the virtual course agenda (close this window and navigate to the top of the course page) or Contact Us.

Get answers right now. Call 1.800.472.6477

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