Voice of Customers

Very few organisations truly understand what their customers want in the way of service or product quality. Even less could tell you how well they are performing to the specific requirements their customers have. Many people fall into the trap of assuming based on their experience what their customer. To truly understand, you have to ask and clarify continually. Your customers’ wants and needs are every changing. If you do not know what your customer wants, how can you possibly know if you are delivering what is expected of you. The better you deliver against customer requirements the higher the customer satisfaction. Very satisfied customers are loyal and may even help to promote your products and services.

Voice of the Customer

The customer is any person or group that receives your product or service and they have specific expectations of what they want. Voice of the customer (VOC) is the expectations of the customers, expressed by them, explicitly or implicitly. In general, customers always want things faster, better and cheaper and common VOCs are such as:

  • Easier access to service
  • More features / functionality
  • Ability to customise
  • Easier to use
  • Good service
  • Faster response
  • Reliable quality
  • Lower cost

Voice of the Business

The business is the people who owns or are key stakeholders to the business or process. Voice of the Business (VOB) is an expression of a business’s needs & wants. The VOB can be obtained from the vision and mission statements, management communication, scorecard, etc. Common VOBs are such as:

  • More customer
  • Higher profit
  • Increase revenue
  • Better utilisation of resources
  • Improve cash flow
  • Increase customer satisfaction
  • Faster turnaround
  • Lower cost
  • Reduce defects, lower appraisal cost
  • Improve productivity
  • Improve stability
  • Greater scalability
  • Better compliance