The Move to Voice of the Customer

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.

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VoC: Answering Questions Important to Business

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. Read More

Benchmarking Customer Satisfaction Doesn’t Work – GAO

Research conducted by General Accountability Office of the United States Federal Government, comparing customer service improvement strategies in the Internal Revenue Service , confirms what users of Voice of the Customer (VoC) and Voice of the Employee (VoE) users have known for some time — comparing data across organizational units (other organizations or branches) leads to declines in performance.

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VoC: Supporting the Customer Driven Organization

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.  Read More