If an organization is focusing on things that the customer doesn’t really want and is not willing to pay for, a better understanding of the VOC could save the organization significant time, resources, and money.Ī large consumer products company was concerned that customer dissatisfaction was increasing, which was negatively impacting sales.Needless arguments and disruption can be avoided if an organization understands its VOC.If an organization and a customer are saying different things, there is a high probability that the customer’s needs and expectations will not be satisfied.It’s important for an organization’s wellbeing and possible survival to understand the VOC and customer requirements. Unintended miscommunication between an organization and its customers is a common reason why organizations lose customers and their business. If the organization and the customer are speaking the same language and define things in similar terms, you can reduce any misunderstandings.By understanding the VOC, an organization may be able to do a better job for the customer than some competitors, thus picking up more business.The customer pays the bills, so knowing what their needs, wants, and expectations are is an important factor in securing their business.3 benefits of knowing the voice of the customerīy knowing the VOC, the organization will be able to benefit in several ways. Unless both the organization and the customer define what is important in the same way, they may be delivering a product and service that does not provide the value the customer wants and needs. There are a number of ways an organization can capture the VOC. The challenge is how an organization gathers and synthesizes all the voices, many of which may be in conflict with each other. It is the satisfaction of those needs that should drive the organization. Now that you understand the definition of the customer, what is the voice of the customer? The voice of the customer, or VOC, is the structured process of directly soliciting and gathering the specifically stated needs, wants, expectations and performance experiences of the customer about the products and/or services you have provided to them.Ĭustomer needs can usually be classified as being related to quality, cost, safety, service, and delivery - and, more and more frequently today, social responsibility. They generally do not pay you for your work product or services. The internal customer is the next department or next person within your organization that receives your work or that of your department. The external customer directly receives your output and is the primary source for your revenue and income. Sometimes the term stakeholder is used as a type of customer but in reality, they are rarely the direct receiver (although they have a “stake or interest” in the well being of your organization). A customer can be defined as the person, organization, or entity that is the direct receiver of the output (product or services) your organization produces. Overview: What is Voice of the Customer (VOC)?įirst, let’s define what a customer is. In this article, we will define who the customer is, the different types of customers an organization may have, how the VOC can be collected and some benefits, best practices, and an example of how listening to the VOC was used to improve an organization. The satisfaction of the VOC needs to be balanced against the Voice of the Business, Voice of the Employee, and Voice of the Process but is still the dominant voice. While an organization may hear many voices (Customer, Business, Employee and Process), it is the voice of the customer (VOC) that is the driving voice as to what should be important to the organization and what the organization should focus on.
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