A thorough understanding of the needs of the customer is critical to the survival of any organization. An organization relying on their past knowledge of the customer puts the continued existence of the organization at risk. A thorough plan to collect customer needs and perceptions about a product and/or service could safely be described as listening to the voice of the customer (VOC).
The term, voice of the customer (VOC) describes your customer’s feedback about their experiences with, perception about and expectations for your products and/or services. Its focus is on customer needs, expectations, understandings, and product improvement.
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This listening and understanding the voice of the customer enables the organization to:
An interesting thing to consider in the VOC technique is that it assists in determining the reactive approaches being used and replacing them with proactive once.
The following steps can be taken for collecting VOC data:
Not only can VOC input be useful in product and process design, it can also be critical in six sigma team project selection and measurement.
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There are instruments or tools available to everyone for the purpose of collecting customer information. The following are some instruments used for collecting customer information:
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Adebayo is a thought leader in continuous process improvement and manufacturing excellence. He is a Certified Six Sigma Master Black Belt (CSSMBB) Professional and Management Systems Lead Auditor (ISO 9001, 45001, ISO 22000/FSSC 22000 etc.) with strong experience leading various continuous improvement initiative in top manufacturing organizations.
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