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Voice of the Customer

Course ID VOC01LF
Format Web-based

Anyone in a product or service development endeavor.

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.

Course Data

  • CEU Hours: 0.2
  • Length: 2 Hours
  • ASQ RU: 0.2
  • Provider: LearnFirm
Course Overview

Learning Objectives:

  • 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
  1. Introduction to the VOC (Voice of the Customer)
    1. Define the meaning for the Voice of the Customer
    2. Describe the difference between:
      1. basic,
      2. performance, and
      3. excitement quality as defined by the Kano Model
  2. Collecting the Voice of the Customer
    1. Know how to “scope” a VOC project
    2. Recognize how many customers to contact
    3. Identify customer types
    4. Learn how to create a customer selection matrix
    5. Understand different market segments
  3. Contacting the Customer
    1. Learn how to create a customer contact letter
    2. Know how to create customer interview questions
    3. Explain how to build subconscious rapport
    4. Understand the difference between service and/or product solutions and true needs
    5. Recognize how to measure broad based customer needs
  4. Interacting with the Customer
    1. Know how to conduct interviews
    2. Relate the basics of note taking during customer interactions
    3. Identify how to analyze customer feedback into usable data
    4. Understand how to listen to the customer
    5. Understand the mechanics of a customer focus group
    6. Define the different roles in a customer focus group
    7. Determine aspects to pay attention to in the customers' environment
System Requirements
Here is what you need to participate in an ASQ web-based, self-paced, or instructor-led virtual WebEx course.

Registration Email

After course registration, you will receive an email with access instructions. If you do not, please check your email junk, spam, or clutter folders. If the email is not there, please contact ASQ. For virtual WebEx courses, you will receive another email 24 hours prior to the start of class containing additional access information.

Technical Requirements

  • Computer – PC or Macintosh
  • High-speed internet connection
  • Adobe Flash Player 10.3 or later
  • Windows: Internet Explorer 8 or later, Google Chrome (latest version), Firefox (latest version)
  • Mac: Safari 7 or later, Google Chrome (latest version), Firefox (latest version)
  • For instructor-led virtual WebEx courses, a speakerphone or telephone headset in a designated room or space with no distractions (preferred)

NOTE: Refer to product description for any additional system requirements.

WebEx – Virtual Course: Advance Preparation and Student Information

Join a Test Session

We strongly suggest that you join a WebEx test session in advance of your scheduled virtual training, using your preferred web browser. This can help prevent problems launching content the day your training begins.

If you do not have administrative privileges on the SAME computer you will be using the day of your training (i.e., your workstation within your organization) you may need the assistance of your local IT/IS help desk staff for the platform to engage correctly.

To join a test session (meeting), click here and enter your name and email address to join. If successful, you will see a screen that says "Congratulations! Your system is now set up properly ..."

Deactivate Pop-up Blockers

You should deactivate any pop-up blockers, spam filters, and company firewalls that could prevent the WebEx client platform or web-based course from working properly. Third-party toolbars such as Bing, Yahoo, and Google should also be disabled due to their own pop-up blocking capabilities.

Cancellation Policy
ASQ reserves the right to cancel or re-schedule courses and to change instructors. Please be advised that in the event of a course cancellation, ASQ is not responsible for airfare penalties or other travel related expenses you may incur.
  • If you need to cancel, we will refund your paid registration fee as noted below.
    • Requests for cancellations/transfers received at least 5 business days before the start of the course receive a full refund/transfer.
    • Requests received within 5 business days of the course starting incur a $150 processing fee.
    • After the course starts, there are no refunds or transfers.
    • Registrants who fail to attend without advance notice are liable for the entire course fee.
    • If you cannot find a substitute, we can transfer your course fees to another ASQ course of your choice.
  • You must successfully complete the entire course or program before IACET CEUs and a Certificate of Completion can be awarded.

Enrollment Details

Format: Classroom
Format: Web-based

Internet-based, self-paced training modules, which may involve combinations of text, visuals, audio, interactive simulations and quizzes (see specific courses for features and tools).  These web-based courses require a computer and Internet access.

VOC01LF Self-Paced English 365 Days List: $99 Member: $89



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