1. Voice of the Customer

2. Voice of the Customer is a term that describes your customer’s feedback about their experiences with and expectations for your products or services.
- Best heard as an “ongoing conversation”
- Incorporates multiple touch points with the customer that may come from different parts of your organization
- Collected in a timely way to allow you to improve your existing products/services, create add-ons/new features and generate new products

3. Why Listen to the VOC? Identify voiced needs and wants
Prioritize issues and development
Solicit and evaluate new concepts, ideas and solutions
Energize your organization to respond
But…
If you ask, they expect you to listen, act and report back to them

4. Listening
Putting actionable
data into the hands
of the right people
Take action
Uncover
the insights
Get ready to do
something about it
Both functional and
cross-functional forums

5. Fact Collection: Customer Surveys, Customer Scorecards, Online Polls, Market Research, Product Response Cards, Customer Observation, etc.
Opinion Gathering: Customer Surveys, Exit Interviews, Customer Interviews, “Day in the life/Ride Alongs”, Focus Groups, Blogs/Forums, Customer Observation, etc.
Data Mining: Warranty Info, Service Calls, Technical Support Data, Call center Data, Sales Data, Demographic Info, Point of Sale Data, etc.
Ear to the Ground: Blog Watch, Internet Searches, News Reports/Stories, Employee Reports on Customer Interactions, Customer Complaints and Praise

6. Continental Mills Example
B2C B2B
Retailers Distributors Chain Accounts
Consumers Consumers Consumers
Restaurants, Cafeterias...
Briefly describe how we collect Voice of the Customer data at Continental Mills and what we’ve done with it
Annual Scorecard Meetings
Ear to the Ground (blogs, facebook, salesforce input)
Market Research
Consumer Response ( , 800#, online)