Talk:Voice of the customer/Archives/2013

Internet tools can be very helpful for Commercial Organizations to capture VOC - Voice of the Customer
In my observations, there are 2 major problems in capturing Voice of the Customers:

1. Consumers tend not to spend time finding another product/features/benefits if they are already happy. In addition, most of the time, they lack of a means to convey their wish lists of the product to the Manufacturers (how they will be more satisfied with product/service)

2. Suppliers may have difficulties in projecting the price ranges that future Customers will accept and if they can achieve enough Revenue to recoup investment and make a profit.

In my opinion, Internet tools (survey on Twitter, Facebook, etc) may be one of the most cost-effective and efficient to address the above 2 problems. —Preceding unsigned comment added by Minh Le SCM (talk • contribs) 08:35, 14 March 2010 (UTC)

Historical perspective
If somebody improves this article (it is needed indeed), FYI I believe the term may have initiated from one of these papers:

http://www.csuchico.edu/~jtrailer/HOQ.pdf  John R. Hauser & Don Clausing (1988) The house of quality. Harvard Business Review, May–June, 63-73 Sullivan, L.P., 1986, "Quality Function Deployment", Quality Progress, June, pp 39-50.

--MarmotteiNoZ 02:36, 18 April 2013 (UTC)

"References" moved from article
Given the refspam problems, I thought it best to move this to talk after it had been tagged over four years. --Ronz (talk) 19:52, 18 April 2013 (UTC)


 * Bradley N (2007) Marketing Research. Tools and Techniques. Oxford University Press, Oxford


 * Chicago Strategy Associates, 'WHY HAVE STRATEGIC CONVERSATIONS WITH CUSTOMERS?'


 * Burchill, Gary and Brodie, Christina Hepner, (1997). Voices into Choices.  Madison, WI:  Joiner Publications.  (A complete "how-to" guide of the process developed at the Center for Quality Management in the early 1990s.)


 * Griffin, Abbie and Hauser, John, (1993). The Voice of the Customer.  Marketing Science, 12(1): 1-27 (Winter). (The first truly empirical study of Voice of the Customer, the goal of which was to identify best practices.)


 * Katz, Gerald, (2001). The "One Right Way" to Gather the Voice of the Customer. PDMA Visions, 25(2) (October) (Examines all of the various trade-offs in how to go about gathering Voice of the Customer information, with the conclusion that there is no "one right way".)


 * Katz, Gerald M., (2004). The Voice of the Customer.  The PDMA Toolbook 2 for New Product Development, John Wiley & Sons.  (A complete step-by-step explanation of how to gather a complete and rigorous Voice of the Customer.)


 * McQuarrie, Edward F., (1998). Customer Visits.  Thousand Oaks, CA:  Sage Publications.  (A comprehensive description of this most common way of gathering customer wants and needs.)


 * Ulwick, Anthony, (2002). Turn Customer Input into Innovation.  Harvard Business Review, 80(1) (January). (A paper that describes the Voice of the Customer process in more managerial language, rather than product developer or market researcher language).


 * Anderson, Duff, (2007). Turn up the silence, selected articles on 'Voice of the Customer' research challenges.


 * Freed, Larry, (2008). Freed Your Mind, selected articles on successful application of 'Voice of Customer' metrics.