voice of the customer

For this project we will suggest "Voice of the customer"

Market analysis is a powerful tool to research and analyze the external factors that determine the success of a product/service in your marketplace.

To perform a successful survey you will have to go through several steps and phases suchas business intelligence (B.I), competitive studies and assessments, market segmentation,voice of the customer and strategies along with the integration of this information into a cohesive business strategy plan.

Step 1: Establish the Goals

A survey has three main goals:

• Decide what the organization wants to learn about their customers.• Determine and/or Identify whom to ask.• Determine what to ask them.

Step 2: Determine the Sample

Identifying survey target population in advance will help reduce stray answers and time waist.

Step 3: Choosing the Approach

Probability sampling is the most appropriate method. Within this method, we can choose from several approaches. Small groups samples.

Step 4: Choosing Right Format

The format channel used for a survey has a large effect on how the questionnaire is created, the number of surveys sent out, the cost and the timeline. There are several formats available, and each has a number of advantages as well as some disadvantages. Some of the options available:

The table below provides an overview of the major methods we use for collecting data.

Tool/ Method Challenges Advantages Overall Web Surveys, questionnaires,

or/and monthly polls

- Surveys need sampling expertise- If not done properly can bias client's responses.

- Can be distributed world-wide- Low cost distribuition- Great to complete

a) Great way to quickly get lots of useful information.

b) Non- threatening

Voice Of The Customer ( V.O.C) - CTH 2015 Confidential

- Need to give something back ( freebie...)- Respondants must have access to the internet

anonymously- Low costs- easy to compare and analyze- Can include links to collect additional data- Allow user tracking -Can get lots of data

way to gather vital information to improve strategy.

c) - Ideal to get quick information

Phone Interviews - Need trained people - Can have low response rate- Outsource two-times a year- People's availability- Access to mobile phone (cell) may be dificult

- Can be initiated rapidly-Can deliver quick results

- Requires initial investment

- Flexibility in time

- Expensive on log-term

- Must know how to make open, relevant questions

Direct Interviews - Will take more time- Can be costly in time and money- Can be difficult to analyse.- can take much time- interviewer can biasclient's responses

- Get full range and depth of information-develops relationship with client-can be flexible with client

when want to fully understand someone's impressions or experiences, or learnmore about their answers to questionnaires

Focus groups - Require trained interviewers- Can be hard to analyze responses- Need good facilitator/ moderator- Dfficult to schedule 6-10 people together-Unable to make major findings based on collected information

- Great for pre-ting new ideas- Helps understand customer base- Quickly and reliably get impressions- Can be efficient way to get much range and depth of information in short time- Good to convey keyinformation about programs/ ideas

Easy to explore a topic in depth through group discussion, e.g., about reactions to anexperience or suggestion, understanding common complaints, etc.; useful in evaluation and marketing

Case studies - Time consuming to collect, organize and

- Fully depicts client'sexperience in

to fully understand ordepict client's


describe- Represents depth of information, rather than breadth

program input, process and results- powerful means to portray program to outsiders

experiences in a program, and conduct comprehensive examination through cross comparison of cases

Obeservation Difficult to interpret seen behaviors-can be complex to categorize observations-can influence behaviors of programparticipants-can be expensive

- view operations of aprogram as they are actually occurring- can adapt to eventsas they occuring

To gather accurate information about how a program actually operates, particularly about processes

Step 5: Creating the Survey

Regardless of the sampling method or survey media chosen, if survey does not have compelling questions, it will not provide good results. Organizations must design the questions to fit the format.

For instance, it is not possible to show pictures over the phone, and mail survey respondents can’t ask, “What do you mean by that?

There are three basic categories of questions used in surveys:

Multiple choice questions have two common variants:

• Rating scales: Excellent, good, fair, poor, 1-10 scale • Agreement scales: Agree, neutral, disagree

Open-ended questions

Sequential questions

Sequential questioning is a technique where questions are asked in a specific order.

Step 6: Write/Ask Quality Questions

A good rule of thumb is to make sure that survey questionnaire will accurately tell the people who design them what exactly they want to learn. Utilizing single-dimensional questions, and avoiding two-dimensional questions.


Step 7: Pre-testing the Survey

A pre-test implementation of the questionnaire is required.

Step 8: Administering the Survey

Once the steps above have been followed properly, the practitioner should already know the method of survey and have a project plan. This will ensure that all involved in the survey know what they have to do including the training within the project plan.

Step 9: Analyzing the Results

There are multiple tests that can be used to assist with the analysis of the survey data, including the Chi-square test and proportion tests.

Successful Completion

The knowledge gained from surveys can be invaluable in continuing a customer process improvement journey. Therefore, when conducting a survey, we practitioners have a clear understanding of:

• What we want to learn from a survey • What does the customer want to learn it from.• What delivery method and question formats to use.• How to analyze and present the survey findings.


voice of the customer

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