From Voices to Results - Voice of Customer Questions, Tools and Analysis : Proven techniques for understanding and engaging with your customers.

Chapter 5: The Interview Process - Preparation; The plan; Visit purpose; Segmenting the market; Who is the customer and selecting the right customers to visit; Who are you going to interview?; How many customers must I interview?; Where should I interview my customers?; At your place of business; At...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Coppenhaver, Robert
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Birmingham : Packt Publishing, 2018.
Temas:
Consumer satisfaction.
Marketing research.
Consommateurs > Satisfaction.
Marketing > Recherche.
Consumer satisfaction
Marketing research
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Copyright; Credits; About the Author; Table of Contents; Preface; Chapter 1: Solving Problems and Driving Value with VoC; Built to fail?; The fifth ""P; Customer input; Defining VoC; Being customer-focused; Customer knowledge; Summary; Chapter 2: VoC in the Product Development Process; Where does VoC fit in the product development process?; Incremental, platform, and breakthrough products; New product development; Stage 1
  • Ideation; Gate 1; Stage 2
  • Concept; Gate 2; Stage 3
  • Detailed assessment; Stage 4
  • Development; Stage 5
  • Test (and Readiness); Stage 6
  • Sales.
  • Stage 7
  • Post-MortemWho's responsible?; Summary; Chapter 3: Laying the Groundwork; The SWOT process; Porter's five-forces; Growth-share matrix; Customer segmentation; How to segment a market; Competitive analysis; Summary; Chapter 4: Gathering the Customer Needs for Your Product; Evolutionary versus revolutionary; Discovery phase; Definition phase; Evaluation phase; Idea management and VoC; Customer visit interviews; Surveys; Mail surveys; In-person surveys; Phone surveys; Email/mobile surveys; Constructing your survey; Focus groups; Lead user analysis; Ethnography; Other VoC methods.
  • Audio recording and transcriptionsVideo recording; Interview roles and responsibilities; Moderator role and responsibility; Listener/note taker responsibility; Observer; Interview introduction; Moderator tips; Ladder of abstraction; The five whys; Note taker tips; Don'ts for the interview; Observational VoC; Practicing the interview; Perfecting the interview; Concept testing; Following up; Summary; Chapter 7: Understanding the Customer's Voice; Consolidating the customer's voice; Prioritizing the customer's voice; From voices into customer requirements.
  • Sorting and prioritizing the customer's requirementsSummary; Chapter 8: Validating the Customer's Voice; Linkert scale; Kano model; Using the Kano model as part of your VoC process
  • Kano questionnaire; Using the Kano model as part of your VoC process
  • Kano analysis; Summary; Chapter 9: Completing the Circle
  • Using the Customer's Voice in Your Organization; From voices to product requirements
  • types; From voices to product requirements
  • characteristics; Attainable; Valuable; Concise; Design free; Complete; Clear, consistent, and unambiguous; Verifiable; Traceable; Measurable; Atomic.

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