This chapter leverages the analysis and research we have covered in previous chapters relative to which customers to target, what questions to ask, how to coordinate a customer visit program, and how to assign team members for your VoC program. We learned the various roles and responsibilities of each of the team members and how you must choose a moderator to act as the quarterback of your VoC visits. We also learned how the supporting members of the interview team are equally important in taking valuable notes and how to observe the customers during the interview to yield the most robust data, which can be analyzed after the visits are compete. We also talked about best practices for the interview session as well as a number of don'ts that can undermine the success of your initiative. Lastly, we discussed the benefits of observational VoC, as well as how to use concept testing during the interview process.

Now that your interviews are complete, only half the work is done. Now you must apply the observations you have made as part of the VoC session to future product decisions. To do this, you will need a repeatable set of methods and tools to analyze the data you have collected, which we will cover in Chapter 7, Understanding the Customer's Voice.