From voices to results-voice of customer questions, tools and analysis : proven techniques for understanding and engaging with your customers / Robert Coppenhaver.

Format:

Book

Author/Creator:

Coppenhaver, Robert, author.

Language:

English

Subjects (All):

Customer relations--Management.

Customer relations.

Customer loyalty.

Physical Description:

1 online resource (218 pages)

Edition:

1st edition

Other Title:

Proven techniques for understanding and engaging with your customers

Place of Publication:

Birmingham ; Mumbai : Packt Publishing, 2018.

System Details:

text file

Summary:

Make the right decisions about your products and services by listening effectively to the people that matter ? your customers About This Book Understand the core components, processes and technologies available for a VOC initiative Structure effective VOC programs and turn VOC into actionable product success A handy guide to help you identify the hidden needs of your customers and strengthen your relationship with them Who This Book Is For The book is for anyone who needs to get to know their customer, how they feel and what they think about a certain subject. If you are a stakeholder in any project responsible for customer relationships, this book will help you immensely. An awareness of VOC as a topic would be useful, although not essential. What You Will Learn Understand different unarticulated needs of your customers Deploy effective VOC in your organizations Identify and understand the different tools and processes to set up a successful VOC program Integrating your findings about your customers into successful products Effectively utilize VOC for a successful launch of your product In Detail This book is all about getting to know your customers ? what they want and need, what they like and don't like. Voice of the Customer is one of the most popular forms of market research combining both quantitative and qualitative methods. This book shows you how to engage with customers and understand their wants and needs, likes and dislikes ? something which is becoming more in more important with the rise of an increasingly connected world. The book addresses the problem of understanding your customer and engaging with those customers. It also targets people who want to know how to do an effective VOC capture and analysis. As with any engagement/research based initiative, there is also a concern with the ROI. This book shows you how to overcome this problem as well. By the end of this book, you will have a thorough understanding of the relevant stages of a VOC project. It will show you how to devise an effective plan, direct the project to their objectives, and then show you how to collect the voice of the customer, with examples and templates for interviewing and surveying. Style and approach This book is a perfect blend of concepts and real-world use-cases which will help the businesses understand and therefore serve the customers better. Written in a very engaging manner, this book ensures you are able to grasp the theory and apply it in your ...

Contents:

Cover

Copyright

Credits

About the Author

Contents

Preface

Chapter 1: Solving Problems and Driving Value with VoC

Built to fail?

The fifth "P

Customer input

Defining VoC

Being customer-focused

Customer knowledge

Summary

Chapter 2: VoC in the Product Development Process

Where does VoC fit in the product development process?

Incremental, platform, and breakthrough products

New product development

Stage 1 - Ideation

Gate 1

Stage 2 - Concept

Gate 2

Stage 3 - Detailed assessment

Stage 4 - Development

Stage 5 - Test (and Readiness)

Stage 6 - Sales

Stage 7 - Post-Mortem

Who's responsible?

Chapter 3: Laying the Groundwork

The SWOT process

Porter's five-forces

Growth-share matrix

Customer segmentation

How to segment a market

Competitive analysis

Chapter 4: Gathering the Customer Needs for Your Product

Evolutionary versus revolutionary

Discovery phase

Definition phase

Evaluation phase

Idea management and VoC

Customer visit interviews

Surveys

Mail surveys

In-person surveys

Phone surveys

Email/mobile surveys

Constructing your survey

Focus groups

Lead user analysis

Ethnography

Other VoC methods

Chapter 5: The Interview Process - Preparation

The plan

Visit purpose

Segmenting the market

Who is the customer and selecting the right customers to visit

Who are you going to interview?

How many customers must I interview?

Where should I interview my customers?

At your place of business

At a neutral location

At the customer's place of business

The interview team

Customer's visiting process and buy-in

The interview guide

Scheduling interviews

Chapter 6: The Interview Process - The Interview

The VoCMOT

Review logistics.

The key to a successful VoC - robust data

Audio recording and transcriptions

Video recording

Interview roles and responsibilities

Moderator role and responsibility

Listener/note taker responsibility

Observer

Interview introduction

Moderator tips

Ladder of abstraction

The five whys

Note taker tips

Don'ts for the interview

Observational VoC

Practicing the interview

Perfecting the interview

Concept testing

Following up

Chapter 7: Understanding the Customer's Voice

Consolidating the customer's voice

Prioritizing the customer's voice

From voices into customer requirements

Sorting and prioritizing the customer's requirements

Chapter 8: Validating the Customer's Voice

Linkert scale

Kano model

Using the Kano model as part of your VoC process - Kano questionnaire

Using the Kano model as part of your VoC process - Kano analysis

Chapter 9: Completing the Circle - Using the Customer's Voice in Your Organization

From voices to product requirements - types

From voices to product requirements - characteristics

Attainable

Valuable

Concise

Design free

Complete

Clear, consistent, and unambiguous

Verifiable

Traceable

Measurable

Atomic

Prioritized

Getting the requirements into engineering - QFD

Airline feedback for airline seat

Passenger feedback for airline seat

Pricing

Articulating the value

Epilogue

Appendix: Epilogue.

Notes:

Description based on print version record.

OCLC:

1034623227