Chapter 6Extreme Customer Focus: VoC (= Y)

DOI: 10.4324/9781003454892-6

You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.

Steve Jobs

Customers are rarely concerned with the processes we use to produce what they buy or experience. As indicated in Figure 6.1, customers are interested in whether what they get from us meets their needs and desires. And, as Steve Jobs stated, they don’t always know what they want. It is up to us to research, analyze our market, and anticipate what will meet or exceed their expectations.

Three individuals with thought bubbles represent the time to listen concept. One says, I want it when I want it. The other says, Make commitments that meet my needs. The third person says, I want fast and easy access to help.

Figure 6.1 Time to listen….

Once the ...

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