From voices to results-voice of customer questions, tools and analysis proven techniques for understanding and engaging with your customers
Make the right decisions about your products and services by listening effectively to the people that matter ? your customers About This Book Understand the core components, processes and technologies available for a VOC initiative Structure effective VOC programs and turn VOC into actionable produc...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Birmingham ; Mumbai :
Packt Publishing
2018.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009631495206719 |
Tabla de Contenidos:
- Cover
- Copyright
- Credits
- About the Author
- Contents
- Preface
- Chapter 1: Solving Problems and Driving Value with VoC
- Built to fail?
- The fifth "P
- Customer input
- Defining VoC
- Being customer-focused
- Customer knowledge
- Summary
- Chapter 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
- Chapter 3: Laying the Groundwork
- The SWOT process
- Porter's five-forces
- Growth-share matrix
- Customer segmentation
- How to segment a market
- Competitive analysis
- Summary
- Chapter 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
- Chapter 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
- Chapter 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
- Chapter 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
- Chapter 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
- Chapter 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
- Epilogue
- Appendix: Epilogue.
