From Voices to Results - Voice of Customer Questions, Tools and Analysis

Who is the customer and selecting the right customers to visit

After we have a good handle on the market segments we wish to analyze, we need to answer three key questions:

• Who are you going to interview?

  You will need to identify which of the market segments you need to focus your attention on for this program. Will you look to interviewing small, medium, or large customers? Will you focus on North America, Europe, or Asia, or do you need to interview customers in each geographical region? If you serve more than a few market segments, which ones will you pick to participate in this study? Once you have completed this, you must also decide which functions and job titles are the most important for you to talk to.

• How many customers will you interview? ...