Voice of Customer (VOC) is mainly the expression of customer wants and requirements. It is more than compliant handling, customer satisfaction tracking and market research. The VOC comes from everywhere, whether it’s a social media monitoring, customer relationship management or business intelligence
No doubt, Voice of Customer is an essential constituent of business success and generally used in all aspects of business such as: distribution and manufacturing, marketing, sales, research and development.
Without Understanding Voice of Customer (VOC), an organization will always be fire fighting with its competitors to close the gap between product delivery and customer expectations. Thus, it’s all about acting what you hear from the customers, only then you will be able to achieve the profitable results.
There are several techniques associated with the term Voice of Customer that has its roots in the world of Total Quality Management. Take a look at some of them:
- It is a continuous process and so should also include a mix of lag and lead indicators. A lag indicator will tell you where you are now and where you have to go. Whereas a lead indicator will make you aware about your future.
- With every piece of knowledge, you should some questions to your customers. Only then, the interpretation can be done which includes understanding the implications of customers and understanding what they are trying to convey.
- With the help of (VOC) you may easily earn long term growth and trustworthy loyalty from all your stakeholders, shareholders, customers and staff. Therefore, customers will stay at the heart of each and every decision you make.
Henceforth, organizations should listen to the Voice of Customer to comprehend the important factors which provide significant value to customers, facilitate trade off decisions during product development and reduce the time to market products by improving new product profitability.
Read related article on: Diverse Methodologies for Different Presentations.