Especially the part about obtaining a ‘detailed understanding of the customer’s requirements’. Now obviously in 1993, the meaning of the Voice of Customer was somewhat different than it is now, BUT interestingly enough, the fundamentals are still the same. “ provides a detailed understanding of the customer’s requirements, a common language for the team going forward in the product development process, key input for the setting of appropriate design specifications for the new product or service, and a highly useful springboard for product innovation.” Take this excerpt from the 1993 MIT Marketing Science paper, titled “The Voice of Customer”: Now, before we get started, it’s important to keep in mind that the Voice of Customer is no new concept. In fact, far too often we see organisations rush into building a VoC program without aligning all of the necessary factors to move forward in creating a customer-centric organisation. And while this is entirely true, it seems that many businesses still fail to implement and manage an effective voice of the customer program. It has been said that having a good Voice of Customer (VoC) program leads to improved client retention, better employee engagement and less spending on customer service.
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