Statistically Significant Nonsense

If you don’t believe it, why are you using it?

Almost all customer survey research, probably the research you are using now, assumes that what is important to people can be determined by the formula for standard error – significance testing. Read More

Voice of the Customer: A Whole New World for the Marketing Professional

Voice of the Customer (VoC) offers a whole new 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.

There is no statistical gobbledygook. Only hard science applied to the problem of identifying issues of real and practical importance to your customers.

That’s the new world of VoC. Developing sustainable, practical improvement solutions for business. Your business.

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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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