Voice of the Customer and Voice of the Market

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Samer Hamade

Voice of the Customer and Voice of the Market

March 27, 2013

I currently work for an ISO certified company where customer-driven quality and continuous improvement are extremely important. It all starts with the company’s quality policy which emphasizes the commitment to provide highest quality technical services and products consistent with the schedule and cost commitment made to the customers. This is achieved through a system of processes that are continually improved through partnerships with customers and suppliers.

It is only through understanding the needs of the customer, and ensuring that those needs are met, that a company can achieve a high level of quality. The customer has complete control over the start and the end of every business relationship and this fact makes it a challenge to any company. Therefore, the company must be pro-active and gather as much information as possible about the needs of the customer. In our company we are committed to customer-driven quality; we have pro-active approaches put in place in which we gather data about our customers to learn their needs and preferences and then providing services and products that satisfy the customer.

Voice of the customer (VOC) is used to identify the key drivers of customer satisfaction. It represents the wants, opinions, needs, and desires of a customer. Listening to the VOC properly focuses the company’s improvement projects, provides data to help develop appropriate measurements, helps the team decide what products and services to offer, identifies critical features for those products and services, known as critical to quality characteristics, or CTQs, provides a baseline measure of customer satisfaction against which to measure improvement, and identifies the key drivers of customer satisfaction.

In order to capture the VOC, a company must follow the following steps:

First, they need to identify the customers and what needs to be known about their...
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