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In any product or service development endeavor, listening to the Voice of the Customer is critical to how well market needs are met. This course covers the basics of how to gather customer data and the different methodologies needed to analyze customer input. Participants will gain an appreciation of the importance of understanding the customer needs, in the customer's own words. This course consists of exercises, quizzes, a final exam, and a certificate of completion. A downloadable workbook includes numerous forms to make the initial contact with customers more effective. It includes a customer selection matrix, demographic surveys, phone scripts, contact letters, 95 customer focus group questions, sample interview guides, competitor analysis forms, environmental mapping sheets, data validation forms, and a bibliography.
Define the meaning of the Voice of the Customer
Describe the difference between basic, performance, and excitement quality as defined by the Kano Mode
Identify how and where customer information can be collected within an organization and outside the organization
Explain how to determine the number of customers to interview
Create a customer selection matrix based on an organization's market
Construct phone scripts and contact letters
Recognize the difference between a customer need and a product feature
Define appropriate questioning techniques using the VOC process
Identify benefits of one-on-one interviews vs. focus groups
Understand how to conduct one-on-one interviews and focus groups
Explain how to build subconscious rapport
Outline the steps involved in a total VOC process
Determine key environmental aspects at the customer's location