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by Robert Coppenhaver
From Voices to Results - Voice of Customer Questions, Tools and Analysis
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
Conventions
Reader feedback
Piracy
1. Solving Problems and Driving Value with VoC
Built to fail?
The fifth "P"
Customer input
Defining VoC
Being customer-focused
Customer knowledge
Summary
2. VoC in the Product Development Process
Where does VoC fit in the product development process?
Incremental, platform, and breakthrough products
New product development
Stage 1 – Ideation
Gate 1
Stage 2 – Concept
Gate 2
Stage 3 – Detailed assessment
Stage 4 – Development
Stage 5 – Test (and Readiness)
Stage 6 – Sales
Stage 7 – Post-Mortem
Who's responsible?
Summary
3. Laying the Groundwork
The SWOT process
Porter's five-forces
Growth-share matrix
Customer segmentation
How to segment a market
Competitive analysis
Summary
4. Gathering the Customer Needs for Your Product
Evolutionary versus revolutionary
Discovery phase
Definition phase
Evaluation phase
Idea management and VoC
Customer visit interviews
Surveys
Mail surveys
In-person surveys
Phone surveys
Email/mobile surveys
Constructing your survey
Focus groups
Lead user analysis
Ethnography
Other VoC methods
Summary
5. The Interview Process – Preparation
The plan
Visit purpose
Segmenting the market
Who is the customer and selecting the right customers to visit
Who are you going to interview?
How many customers must I interview?
Where should I interview my customers?
At your place of business
At a neutral location
At the customer's place of business
The interview team
Customer's visiting process and buy-in
The interview guide
Scheduling interviews
Summary
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
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
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
9. Completing the Circle – Using the Customer's Voice in Your Organization
From voices to product requirements – types
From voices to product requirements – characteristics
Attainable
Valuable
Concise
Design free
Complete
Clear, consistent, and unambiguous
Verifiable
Traceable
Measurable
Atomic
Prioritized
Getting the requirements into engineering – QFD
Airline feedback for airline seat
Passenger feedback for airline seat
Pricing
Articulating the value
Summary
A. Epilogue
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