Voice of the Customer (VOC) Worksheet
Voice of the Customer (VOC)
Definition/Purpose: Identify key business drivers of internal and external customer satisfaction. The VOC is necessary to properly focus the project and develop the right measures. Used in Define phase.
Instructions: To use as a template, please save a copy by clicking on the save icon. Use the questions below as a guide to consider and investigate what is important to your customer(s).
|Who |What & Why |
|Customers and Stratification/Segmentation (Identify customer groups that may|Indicate specifically what you want to know about your customers. Develop |
|have different needs. May need different data for each group) |customized versions of the following questions, which you can ask during |
| |face-to-face interviews or other surveys. |
| |What’s important to you? |
| |What’s a defect? |
| |How are we doing? How do we compare to our competitors? |
| |What do you like? What don’t you like? |
| |What are your expectations? |
| | |
|Sources |
|Type an X next to the data sources you think will be useful for this project. |
|REACTIVE SOURCES |PROACTIVE SOURCES |
| |Complaints | |Interviews |
| |Problem or service hotlines | |Focus groups |
| |Technical support calls | |Surveys |
| |Customer service calls | |Comment cards |
| |Claims, credits | |Sales visits/calls |
| |Sales reporting | |Direct observation |
| |Product return information | |Market research/monitoring |
| |Warranty claims | |Benchmarking |
| |Web page activity | |Quality scorecards |
| |Other: | |Other: |
|Summary: Which, How Many, How & When |
|Below, summarize your plans to gather and use both reactive and proactive sources. Indicate how much data you will get, how you will get it, and when. |
|Include, for instance, the number of interviews or surveys you plan to use, which customers you will contact, when you will start and end the data |
|collection, and so on. Sample size generally is 10% of your sample or > than 15. |
Gathering and Use of Data
|Source of Data |Customer |Amount of Data to be |Start Date |End Date |Who will Collect Data|Type of Survey (written, interview, |Other |
| | |Collected | | | |focus group, etc) | |
| | | | | | | | |
| | | | | | | | |
| | | | | | | | |
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