voice of the customer

” “ The scientist is not a person who gives the right answers, he’s one who asks the right questions. VOICE OF THE CUSTOMER Experience shows that customers can’t tell businesses what they want. If businesses expect customers to design their next product, they will be disappointed. To innovate, companies must stop asking customers for the answers, and start asking the right questions. This is the purpose of VOICE OF THE CUSTOMER (VOC) research. VOC is the study of customer needs. VOC is not merely a synonym for customer feedback, but a disciplined approach to understanding who customers are, the benefits they seek and the context in which they seek them. It relies on a broad toolbox of qualitative and quantitative customer research, including in-depth interviewing, customer visits, ethnography, social-media mining and surveys. VOC research is versatile, with applications not only in product development, but in customer experience design, customer satisfaction measurement and even employee engagement. At Applied Marketing Science (AMS), VOC is in our DNA. For more than 25 years, we have helped leading companies hear the Voice of the Customer and build a solid innovation foundation around it. We support clients in categories as diverse as: Medical products like defibrillators, infusion pumps and hemodialysis units Industrial products like valves, ball bearings, excavators and helicopters Services like online retailing, wireless services and insurance Consumer durables like home water-filtration systems and refrigerators Whether you are starting your first VOC initiative or are a seasoned VOC practitioner, our team can support you every step of the way. We are flexible. We choose an approach that is right for our client, not simply right for us. We are creative. We are adept at engaging hard-to-find customers in narrowly-defined industries. We are hands-on. Our own highly trained staΩ invests heavily in learning our client’s business, and we conduct most research in-house. We are action-oriented. Our findings inspire clients with ideas for innovation, and do not simply regurgitate data. Start asking customers the right questions. Contact us today. Claude Lévi-Strauss, Anthropologist 303 WYMAN STREET WALTHAM, MA 02451 (781) 250.6300 P (781) 684.0075 F www.ams-inc.com [email protected]

Upload: brian-bateman

Post on 15-Dec-2014

65 views

Category:

Marketing

4 download

Report

Download

Embed Size (px):

DESCRIPTION

Ask better questions to uncover true customer needs and drive innovation.

TRANSCRIPT

”

“The scientist is not a person who gives the right answers, he’s one who asks the right questions.

VOICE OF THE CUSTOMER

Experience shows that customers can’t tell businesses what they want. If businesses expect customers to design their next product, they will be disappointed. To innovate, companies must stop asking customers for the answers, and start asking the right questions. This is the purpose of VOICE OF THE CUSTOMER (VOC) research.

VOC is the study of customer needs. VOC is not merely a synonym for customer feedback, but a disciplined approach to understanding who customers are, the benefits they seek and the context in which they seek them. It relies on a broad toolbox of qualitative and quantitative customer research, including in-depth interviewing, customer visits, ethnography, social-media mining and surveys.

VOC research is versatile, with applications not only in product development, but in customer experience design, customer satisfaction measurement and even employee engagement.

At Applied Marketing Science (AMS), VOC is in our DNA. For more than 25 years, we have helped leading companies hear the Voice of the Customer and build a solid innovation foundation around it. We support clients in categories as diverse as:

Medical products like defibrillators, infusion pumps and hemodialysis units

Industrial products like valves, ball bearings, excavators and helicopters

Services like online retailing, wireless services and insurance

Consumer durables like home water-filtration systems and refrigerators

Whether you are starting your first VOC initiative or are a seasoned VOC practitioner, our team can support you every step of the way.

We are flexible. We choose an approach that is right for our client, not simply right for us.

We are creative. We are adept at engaging hard-to-find customers in narrowly-defined industries.

We are hands-on. Our own highly trained staΩ invests heavily in learning our client’s business, and we conduct most research in-house.

We are action-oriented. Our findings inspire clients with ideas for innovation, and do not simply regurgitate data.

Start asking customers the right questions. Contact us today.

Claude Lévi-Strauss,Anthropologist

303 WYMAN STREETWALTHAM, MA 02451(781) 250.6300 p(781) 684.0075 [email protected]