September 2016
Intermediate to advanced
374 pages
10h 11m
English
The voice of the customer (VOC) is a process used to capture a customer’s expectations, preferences, and aversions. Traditionally, it has been used as a market research technique, although it is currently gaining traction through information technology (IT) service management. VOC produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives. VOC studies are generally conducted at the start of any new product, process, or service design initiative in order to better understand the customer’s wants and needs.
Most customers want their products ...