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WIEM05-020 Elements supplied: 1,2,3,4,5,6,8,10
VOICE OF THE CUSTOMER
Steven P. Gaskin
Applied Marketing Science, Inc.
Waltham, MA USA
Abbie Griffin
David Eccles School of Business, University of Utah
Salt Lake City, UT USA
John R. Hauser
MIT Sloan School of Management, Massachusetts Institute of Technology
Cambridge, MA USA
Gerald M. Katz
Applied Marketing Science, Inc.
Waltham, MA USA
Robert L. Klein
Applied Marketing Science, Inc.
Waltham, MA USA
ABSTRACT
The Voice of the Customer (VOC) is a process for capturing customers’ requirements. It
produces a detailed set of customer wants and needs which are organized into a hierarchical
structure, and then prioritized in terms of relative importance and satisfaction with current
alternatives. There are four aspects of the VOC customer needs, a hierarchical structure,
priorities, and customer perceptions of performance.
Voice of the Customer studies typically consist of both qualitative and quantitative market
research steps. They are generally conducted at the start (or “Fuzzy Front End”) of any new
product, process, or service design initiative in order to understand better the customer’s wants
and needs (see WIEM05-022). The VOC can be also be a key input for new product definition,
Voice Of Customer Analysis Template
source: mit.edu
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