Voice of the Customer
Voice of the Customer is a research approach designed to support customer driven strategies and organizations — where evidence is used to drive change in your business.
Traditional customer research, based on polling methods, supports push strategies designed to force feed products and services to customers regardless of customer needs or requirements. That’s why polling is used so frequently in political contests and advertising research.
Business, however, is usually less concerned with spin and more concerned with finding out what is and is not of interest to customers. If you need to honestly assess the strength and weaknesses of your customer relationship, assess product, service or program performance with customers, you need a very different research approach. That approach, is Voice of the Customer.
Research for the Real World
Polling (and related customer research methods) typically identify statistically significant issues and concerns. As any business person or manager knows, what is statistically significant is not nearly so important as what is significant to the customer — real world significance.
The objective of customer research, after all, is to identify what is important to the customer, not identify what results can be detected in contrast to a theoretical statistical distribution. That’s why Voice of the Customer methods represent Research for the Real World.
If you and your business lives in the real world with the rest of us, you should investigate adopting Voice of the Customer research methods. Of course, if you are living somewhere else, it doesn’t really matter what customer research methods you choose.
Information for Action
Traditional customer research techniques (Polling) can tell you how many customers feel this way or that about your product. They cannot, however, tell you why customers feel that way or whether the results are particularly good or bad — despite considerable efforts to convince you otherwise.
Voice of the Customer research, however, is designed specifically to identify issues and concerns of customers that of practical importance to both you and the customer. This is information that can be used to drive improvement in your products, services and program — information for action.
If you are still using traditional customer research, you probably are confronted with overwhelming numbers of statistically significant results. So many, it is hard to know where to start making things better. Of course, most if not all of these ‘statistically significant’ results have no real world significance, being completely unimportant to customers or the business.
In contrast, with VoCAl, our Voice of the Customer methodology, you will likely see only a few significant results but these few will be of real and practical importance to you and the business. In other words, VoCAl provides a clear and concise set of real improvement priorities.
Check out: www.voiceofthecustomer.ca