It is my hope that, as a result of reading this book, you will have gained a better understanding of VoC and how you can use the various tools and methods I've outlined to drive innovation and product success. By now, you should have a good understanding of your current position in the market and the various ways to get customer input. Hopefully, you've also developed the knowledge of how to create a culture of VoC in your organization, select customers to interview, create the interview team, conduct the interviews, and process the input you've received. With this, you should have the knowledge to develop the necessary internal documents to share with your development team to create the next great product breakthrough.

While the information presented in these chapters outlines many tools and processes that you can deploy to help your product innovation, the underlying message with all the areas discussed in the book begins with the customer. Without the customer, and your understanding of their needs, you will never have a successful product, no matter how great you believe your product is.

I hope you have enjoyed this book. If you would like additional information and access to some of the tools and spreadsheets I've used in this book, visit www.5pmarketing.com and select downloads from the top-level menu. You can also use this site to contact me should you have a need for consulting services or require VoC training for yourself or your organization.

Enjoy your journey in learning more about your customers' needs and creating great products!