From Voices to Results：Voice of Customer Questions，Tools and Analysis

VoiceofCustomer(VoC)isoneofthemostpopularformsofmarketresearchthatcombinesbothquantitativeandqualitativemethods.Thisbookisaboutdevelopingadeeperknowledgeofyourcustomersandunderstandingtheirarticulatedandunarticulatedneeds.Doingsorequiresengagingwithcustomersinameaningfulandsubstantiveway–somethingthatisbecomingmoreandmoreimportantwiththeriseoftheincreasinglyconnectedworld.Thisbookgivesyouaframeworktounderstandwhatproductsandfeaturesyourcustomersneed,orwillneedinthefuture.ItprovidesthetoolstoconductaVoCprogramandsuggestshowtotakethecustomerinputandturnitintosuccessfulproducts.Thisbookalsoexplainshowtopositionandpriceyourproductsinthemarket,anddemonstratesROItothemanagementteamtogetyourproductdevelopmentfunded.Bytheendofthisbook,youwillhaveathoroughunderstandingoftherelevantstagesofaVoCproject.Itwillshowyouhowtodeviseaneffectiveplan,directtheprojecttotheirobjectives,andthenhowtocollectthevoiceofthecustomer,withexamplesandtemplatesforinterviewingandsurveyingthem.