Defining VoC

While all input from customers should be considered important to the business, I think it is an important exercise to describe what VoC is, and is not. VoC is not:

  • A sales call
  • An executive meeting with the customer
  • A discussion at a tradeshow
  • A random customer survey
  • A customer satisfaction score
  • Heresy from the sales team
  • Golf meeting with the customer

The process of identifying customer needs and requirements must be a disciplined and repeatable one. This is where many companies go wrong. Organizations that go down this path with no tools or metrics, and a consistent philosophy for collecting, analyzing, and incorporating customer feedback into products, will ultimately waste their time and will abandon future VoC initiatives.

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