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Table of Contents
From Voices to Results – Voice of Customer Questions, Tools, and Analysis
From Voices to Results – Voice of Customer Questions, Tools, and Analysis
Credits
About the Author
Preface
What this book covers
Who this book is for
What you need for this book
Reader feedback
Chapter 1. Solving Problems and Driving Value with VoC
Built to fail?
The fifth "P"
Customer input
Defining VoC
Summary
Chapter 2. VoC in the Product Development Process
Where does VoC fit in the product development process?
Incremental, platform, and breakthrough products
New product development
Gate 2
Who's responsible?
Summary
Chapter 3. Laying the Groundwork
The SWOT process
Porter's five-forces
Growth-share matrix
Customer segmentation
Competitive analysis
Summary
Chapter 4. Gathering the Customer Needs for Your Product
Evolutionary versus revolutionary
Idea management and VoC
Customer visit interviews
Surveys
Constructing your survey
Focus groups
Lead user analysis
Ethnography
Other VoC methods
Summary
Chapter 5. The Interview Process – Preparation
The plan
Visit purpose
Segmenting the market
Who is the customer and selecting the right customers to visit
The interview team
Customer's visiting process and buy-in
The interview guide
Scheduling interviews
Summary
Chapter 6. The Interview Process – The Interview
The VoCMOT
Review logistics
The key to a successful VoC – robust data
Audio recording and transcriptions
Video recording
Interview roles and responsibilities
Moderator role and responsibility
Listener/note taker responsibility
Observer
Interview introduction
Moderator tips
Ladder of abstraction
The five whys
Note taker tips
Don'ts for the interview
Observational VoC
Practicing the interview
Perfecting the interview
Concept testing
Following up
Summary
Chapter 7. Understanding the Customer's Voice
Consolidating the customer's voice
Prioritizing the customer's voice
From voices into customer requirements
Sorting and prioritizing the customer's requirements
Summary
Chapter 8. Validating the Customer's Voice
Linkert scale
Kano model
Using the Kano model as part of your VoC process – Kano questionnaire
Using the Kano model as part of your VoC process – Kano analysis
Summary
Chapter 9. Completing the Circle – Using the Customer's Voice in Your Organization
From voices to product requirements – types
From voices to product requirements – characteristics
Getting the requirements into engineering – QFD
Pricing
Articulating the value
Summary
Appendix A. Epilogue
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