Increasing numbers of organizations are abandoning traditional customer survey research in favour of Voice of the Customer (VoC). Moves by Toyota, Ford, Hewlett-Packard and Toshiba to VoC has driven some of this trend, but there are other interesting factors at work as well.
Voice of the Customer (VoC) was developed by Yoji Akao in conjunction with Quality Function Deployment (QFD) – a product and service design methodology. The intent was to embed concrete and clearly specified customer requirements directly into the design specifications of new products – VoC was to identify customer requirements; QFD was to connect them with design specifications. The strategy changed the face of customer research.
Interested in customer research that actually makes a difference? Voice of the Customer (VoC) is a research methodology designed to support customer driven change — where hard evidence is used to drive improvement.
Voice of the Customer (VoC) offers a whole ne w world for the Marketing professional because only VoC can identify what really matters to your customers.
VoC replaces tests of statistical significance with tests of real world, practical or economic significance. This allows the Marketing professional to design and redesign products, services, programs and processes that will actually contribute to improved customer satisfaction and loyalty. <Read more VoC: A Whole New World for the Marketing Professional>
Far more comprehensive than traditional customer research, VoC uses data sources as diverse as formal customer feedback surveys to analysis of call center data and to the analysis of text on social media and web 2.0 sites. VoC provides customerfeedback like you have never seen it before. Read about it in Converge Voice of the Customer below.
Converge Consulting Group’s Voice of the Customer program is the only fully analytic customer research program available in Canada. We have been conducting Voice of the Customer and only VoC research for over twenty years. No one matches our experience, expertise or technology.
Nor is any program as comprehensive. Converge VoC maximizes the use of informational resources at your disposal, providing customer insights from front-line field personnel to customers posting on social media sites to feedback from formal customer surveys. If you would like to learn more about just how comprehensive your customer research can be , click here to read about Converge Voice of the Customer.
Converge’s Voice of the Customer model is based on The Shewart/Deming PDSA Cycle at the center of such technologies as Continuous Improvement, Lean and Six Sigma. This is not surprising. The PDSA Cycle is a model grounded in the scientific method, developed specifically for organizations where the goal of is not just to acquire knowledge, but to apply it for performance improvement.
Converge Voice of the Customer is an analytic research methodology designed to properly capture customer requirements for the specific purpose of driving process, product and program change.
This differentiates VoC from other customer research methodologies such as polling, that are only capable of describing existing conditions. To stay alive, business must do more than describe conditions, it must change the conditions to improve competitive position. Read More on the Converge VoC Process
Converge Consulting Group Inc. is a Calgary based consulting practice specializing in the application of evidenced-based methods to the problems of management. We have over 20 years of experience in working VoC methods, more than any other consulting company in Canada. Our work has been recognized by the International Journal of Quality and Reliability Management as a Global Best Practice.
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