VOC - VOICE OF THE CUSTOMER

Description

A customer's feedback on expectations and experiences about products or services.

When

In the phases Imaging, Measuring and Analysing problem.

Goals

Understanding the different customers of the process and their associated requirements and wishes. With the ultimate goal of identifying basic requirements in order to use this to add focus to your project.

Steps

Identify the customer(s).
Inventory customer requirements through:

- interviews;

- workshops with customer groups (customer panels);

- customer surveys;

- complaint forms.

Examine whether there are differences in customers and needs.
Determine which customer wants/needs are most important (use the Kano model).
Focus on the most important needs first.

Examples

Within an organisation, the 'Reserving meeting rooms' project was launched. This project focuses on having the right room available at the right time.

To identify customer needs, several interviews and surveys were conducted. Complaints and customer queries were also analysed. Next, customer wishes were prioritised using the Kano model. The following diagram shows part of this analysis. The basic wishes were picked up first.

Tips:

From the SIPOC you have gained insight into the customers, use this as a starting point. Are there other customers to be identified and are there differences in needs?
Use the Kano model to prioritise customer requirements.