October 2004
Intermediate to advanced
282 pages
5h 48m
English
• To figure out what customers care about
• To set priorities and goals consistent with customer needs
• To determine what customer needs you can profitably meet
Customer segmentation, p. 56, principles for identifying subsets of customers who may have differing needs or requirements. Especially useful for any team dealing with a moderate to large customer base.
Types and sources of customer data, p. 58, a list of typical customer data your organization may already have or can get. Use to prompt your own thinking before a VOC effort.
Collecting VOC:
Interviews, p. 59, guidance on conducting professional interviews with customers. Recommended for any team that ...
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