FIGURE 1: THE PREVALENCE OF THE VOICE OF THE CUSTOMER THROUGHOUT PRODUCT MANAGEMENT ACTIVITIES

GAIN INSIGHT

Industry Analysis

Customer Segmentation

Gap Analysis

Business Goal Alignment

Customer Input

Concept/Product Refinement

Product Goal Definition

Product Capability Definition

Financial Planning

Proof of Concept

Market Trends/Analysis

Customer Needs

Focus Group

Core Competency Assessment

Portfolio Analysis

Roadmap

Business Analysis

Development Prioritization

Training and Communications

Plan

Product Launch Planning

Design

Build

Quality Verification

Pilot/Beta

Launch/Monitor KPIs

PLAN DO OPERATE

Voice of the Customer Touchpoint

PRODUCT STRATEGY PRODUCT EXECUTION

FIGURE 2: CUSTOMER JOURNEY FRAMEWORK

ACTIVITY (GOAL OF ACTIONS) ACTIVITY (GOAL OF ACTIONS) ACTIVITY (GOAL OF ACTIONS)

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

Action

Customer Task

Customer Task

FIGURE 3: CUSTOMER JOURNEY FRAMEWORK FOR THE ONLINE AUCTION/E-COMMERCE INDUSTRY

PURCHASE GOVERN SELL

Find Item

Search

Research item

Pricing

Create Listing

Describe item

Define rules

Setup

Create account

Review policies

Registration process

Buy

Assess price

Purchase now

Select payment

Receive confirmation

Transact

Activate item

Manage item

Receive offers

Counter- offer

Activities

Returns

Purchase history

Selling history

Track item

Bid

Plan timing

Place bid

Watch bid

Retract bid

Assess Value

Appraise item

Compare item

Decide bid increments

Profile/ Preferences

Communication preferences

Transaction preferences

Reviews

Complete Transaction

Transaction approved

Receive item

Shipping confirmation

Close

Accept offer

Reject offer

Collect payment

FIGURE 4: ALIGNMENT OF CUSTOMER DATA TO THE CUSTOMER JOURNEY

PURCHASE GOVERN SELL

Find Item Create ListingSetupBuy TransactActivitiesBid Assess

ValueProfile/

PreferencesComplete

Transaction Close

Trend indicating what the company is doing well

Trend indicating where the company has opportunities to improve

FIGURE 5: EXAMPLE OF A TREND FOUND

Alignment of Pain Points to Customer Journey

1%

Find Item Bid Buy Complete Transaction

Setup Profile Preferences

Activities Create Listing

Assess Value

Transact Close

2%3% 3%

4% 4%5%

3%

11%

6%8%

NewNew

FIGURE 6: USING THE VOC TO DRIVE STRATEGIC PRODUCT DECISIONS

PURCHASE GOVERN SELL

Find Item Create ListingSetupBuy TransactActivitiesBid Assess

ValueProfile/

PreferencesComplete

Transaction Close

“ We get rave reviews about our search functionality.”

“ Maybe we can sell the tool we built to other companies to generate a new revenue stream.”

“ Let’s explore our options to build a new solution, or buy/partner to fulfill this gap.”

When Exceeding Customer NeedsUse existing products and/or capabilities in new ways to satisfy new customers.

Strategic Growth Model When Not Meeting Customer NeedsBuild, buy, or partner to create a new solution for this part of the journey for existing customers.

“ We don’t have any solutions in place that help the customer assess the value of their item.”

VO

CS

TR

ATE

GIC

P

LA

NN

ING

OP

PO

RTU

NIT

Y

Customer

Pro

duct

/ M

arke

t

Existing

New

FIGURE 7: CUSTOMER VALUE DEFINITION

LOW VALUE MEDIUM VALUE HIGH VALUE

Product Change

Customer Impact

If solves some pain points or provides a group of product enhancements

If positively impacts a small segment of customers

If solves a pain point or is a product enhancement

If positively impacts an isolated number of customers

If solves lots of pain points or fills in a large product gap

If positively impacts a large amount or majority of customers

FIGURE 8: EXAMPLE OF PLOTTING ACTIVITY

Value to Customer

Val

ue t

o B

usin

ess