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Voice of the Customer

Gain a competitive edge with Voice of the Customer data.

Oriel STAT A MATRIX can help your organization gather and interpret this crucial source of information about your customers and your products.

Listening to your customers is one of the most effective ingredients for success. Voice of the Customer is a formal process for identifying and prioritizing customer needs and wants to improve product development and service quality.

Using a combination of qualitative and quantitative research techniques, companies can identify stated and latent customer needs. Study methods may include focus groups, individual interviews, ethnography, direct observation, or other techniques. VOC can be implemented for individual projects or at the enterprise level.

An effective Voice of the Customer strategy helps companies:

  • Develop a customer-focused culture.
  • Identify new products or services.
  • Refine existing products.
  • Improve product and service quality.
  • Create product design specifications.
  • Determine the optimal marketing message to convey the benefits of a product or service.
  • Create a springboard for innovation.

VOC and Six Sigma

VOC is an important tool for successful Six Sigma programs. One objective of Six Sigma is to meet the needs and the wants of the customer. VOC analysis helps organizations identify their Critical-to-Quality (CTQ) requirements, and all Lean Six Sigma projects need to focus on improving CTQs.

Learn more about our Consulting and Training for VOC.

Whether you are looking for help with collecting and analyzing Voice of the Customer data for an individual project, or whether you are looking to deploy an enterprise-wide Voice of the Customer process, Oriel STAT A MATRIX consultants can help you make sure that you are collecting the right data and analyzing it in the right way.

For an individual project, Oriel STAT A MATRIX VOC consultant’s can help you with:

  • Identifying and segmenting customers
  • Differentiating between internal and external customers
  • Prioritizing customers
  • Planning VOC data collection for internal and external customers
  • Designing interview guides and surveys
  • Determining sampling strategy and sample size
  • Collecting data (using external market research firms as appropriate)
  • Extracting latent or unstated needs
  • Converting customer inputs into needs
  • Prioritizing needs
  • Balancing internal and external customer needs
  • Identifying needs that provide a competitive advantage
  • Translating needs into measurable performance requirements
  • Benchmarking to set performance targets
  • Prioritizing performance requirements
  • Specifying Critical-to-Quality requirements

Our data collection techniques ensure that both verbally stated and unstated needs are captured. Our consultants use traditional techniques such as surveys and focus groups as well as innovative observational techniques to make sure that no critical customer requirement is missed. We customize our data collection and analysis techniques to suit the particular needs of your organization.

At the enterprise level, our consultants can help you with all these activities throughout your organization. In addition, we can help you develop systems and processes to store, retrieve, analyze, and disseminate VOC data on an ongoing basis as a key tool to drive strategic product or service design and improvement.

Provided below are a variety of practice related white papers, market updates and case studies.

Beyond the Voice of the Customer: How to Grow Your Company Using Customer Value Analysis

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