High Priority

Abstract:In a service-based economy, voice of the customer (VOC) analysis is an important tool for interacting with business customers. Customers may specify their requirements, but to make these general statements actionable requires evidence that is best obtained in one-to-one interviews. The evidence may then be prioritized using a Kano model to determine where to expend extra effort and invest in innovations. A sidebar article explains how a VOC interview can reveal unanticipated customer …

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I appreciated the respectful (not dogmatic nor haughty) way the authors offered their experiences and techniques.
--Gary A. Bidwell, 02-11-2010


While other articles I have read may be more complex, this article deals with a common day-to-day issue and was well done.
--Gary Strader, 02-09-2010


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