Comments on: The Problem with VOC? The Customer Isn’t Always Right. http://mlcwideangle.exbdblogs.com/2010/01/07/the-problem-with-voc-the-customer-isn%e2%80%99t-always-right/ Broaden Your Perspective with the Marketing Leadership Council Thu, 29 Jul 2010 15:57:34 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Pamela Smith http://mlcwideangle.exbdblogs.com/2010/01/07/the-problem-with-voc-the-customer-isn%e2%80%99t-always-right/comment-page-1/#comment-219 Pamela Smith Thu, 21 Jan 2010 16:45:48 +0000 http://mlcwideangle.exbdblogs.com/?p=745#comment-219 The term VOC is used widely but often inappropriately. A lot of companies use the VOC to describe any type of customer feedback, focus groups, sureys, etc., while a true Voice of Customer analysis has a very exact methodology that can produce breaththrough results. I agree that if you ask a customer what they think about something, they can only relate to what they know. True VOC studies seek to understand the customers needs and then look for solutions to those needs. The term VOC is used widely but often inappropriately. A lot of companies use the VOC to describe any type of customer feedback, focus groups, sureys, etc., while a true Voice of Customer analysis has a very exact methodology that can produce breaththrough results. I agree that if you ask a customer what they think about something, they can only relate to what they know. True VOC studies seek to understand the customers needs and then look for solutions to those needs.

]]> By: Alex Yang http://mlcwideangle.exbdblogs.com/2010/01/07/the-problem-with-voc-the-customer-isn%e2%80%99t-always-right/comment-page-1/#comment-204 Alex Yang Fri, 15 Jan 2010 18:33:47 +0000 http://mlcwideangle.exbdblogs.com/?p=745#comment-204 VOC can not and should not be interpreted literally. The story of Henry Ford's comment on VOC was "if I had asked my customer what they want, they would have told me a faster horse." The insights here are "faster" and "horse". It is a matter of how you translate them into your product uniqueness after all.. VOC can not and should not be interpreted literally. The story of Henry Ford’s comment on VOC was “if I had asked my customer what they want, they would have told me a faster horse.” The insights here are “faster” and “horse”. It is a matter of how you translate them into your product uniqueness after all..

]]> By: Lisa Hubbard http://mlcwideangle.exbdblogs.com/2010/01/07/the-problem-with-voc-the-customer-isn%e2%80%99t-always-right/comment-page-1/#comment-203 Lisa Hubbard Fri, 15 Jan 2010 13:54:12 +0000 http://mlcwideangle.exbdblogs.com/?p=745#comment-203 Mapping the entire value chain is an important step. In B2B, we can't afford to rely solely on the direct customer to inform us of their customer's needs, which could identify new opportunities and innovations. Also, understanding the problems the targeted customers are trying to solve -- by watching what they really do (in addition to an interview), can be quite insightful. Mapping the entire value chain is an important step. In B2B, we can’t afford to rely solely on the direct customer to inform us of their customer’s needs, which could identify new opportunities and innovations. Also, understanding the problems the targeted customers are trying to solve — by watching what they really do (in addition to an interview), can be quite insightful.

]]> By: Robin Reid http://mlcwideangle.exbdblogs.com/2010/01/07/the-problem-with-voc-the-customer-isn%e2%80%99t-always-right/comment-page-1/#comment-201 Robin Reid Thu, 14 Jan 2010 20:25:20 +0000 http://mlcwideangle.exbdblogs.com/?p=745#comment-201 You're not going to get ideas for disruptive innovations from VOC, since you're trying to invent a product that the customer doesn't even know exists. And remember, it's VOC not VOD - trying to collect VOC info from your distributors or other channel partners isn't the same as interviewing end-users. You’re not going to get ideas for disruptive innovations from VOC, since you’re trying to invent a product that the customer doesn’t even know exists. And remember, it’s VOC not VOD – trying to collect VOC info from your distributors or other channel partners isn’t the same as interviewing end-users.

]]> By: Juan Duarte http://mlcwideangle.exbdblogs.com/2010/01/07/the-problem-with-voc-the-customer-isn%e2%80%99t-always-right/comment-page-1/#comment-200 Juan Duarte Thu, 14 Jan 2010 16:22:25 +0000 http://mlcwideangle.exbdblogs.com/?p=745#comment-200 As stated here, the most effective VOC responses come when they address as narrow an issue as possible (i.e. specific products for specific customers in specific markets). The problem is that it takes a lot of money and resources to acquire VOC at such a narrow level, especially for companies with extensive product lines and many markets to reach. So, instead they resort to bundled research efforts that provide innacurate bundled answers. As always, it all comes down to money. As stated here, the most effective VOC responses come when they address as narrow an issue as possible (i.e. specific products for specific customers in specific markets). The problem is that it takes a lot of money and resources to acquire VOC at such a narrow level, especially for companies with extensive product lines and many markets to reach. So, instead they resort to bundled research efforts that provide innacurate bundled answers. As always, it all comes down to money.

]]> By: Customer Service Guru http://mlcwideangle.exbdblogs.com/2010/01/07/the-problem-with-voc-the-customer-isn%e2%80%99t-always-right/comment-page-1/#comment-191 Customer Service Guru Sat, 09 Jan 2010 08:47:46 +0000 http://mlcwideangle.exbdblogs.com/?p=745#comment-191 I have used the phrase "Buyers are liars" in the workshops of less formal presentations. The problem with listening to the VOC is that the consumer doesn't really know what they want or need, and negative feedback does not always offer an accurate gauge of areas for opportunity to companies. Private consumers and companies may know what they need but they do not always know the best solutions to get what they need. Great article. I have used the phrase “Buyers are liars” in the workshops of less formal presentations. The problem with listening to the VOC is that the consumer doesn’t really know what they want or need, and negative feedback does not always offer an accurate gauge of areas for opportunity to companies. Private consumers and companies may know what they need but they do not always know the best solutions to get what they need.

Great article.

]]> By: Todd Parisotto http://mlcwideangle.exbdblogs.com/2010/01/07/the-problem-with-voc-the-customer-isn%e2%80%99t-always-right/comment-page-1/#comment-189 Todd Parisotto Fri, 08 Jan 2010 19:48:08 +0000 http://mlcwideangle.exbdblogs.com/?p=745#comment-189 Just wanted to comment that the VOC concept or tool as it relates to Lean Six Sigma does address and deal with the concerns raised above by ensuring generic customer feedback is turned into value add process needs or requirements. The point I'd like to reinforce is that if VOC is not done properly and within the right context, business consequences can be serious. I plan to review the Texas Instruments approach regardless. Just wanted to comment that the VOC concept or tool as it relates to Lean Six Sigma does address and deal with the concerns raised above by ensuring generic customer feedback is turned into value add process needs or requirements. The point I’d like to reinforce is that if VOC is not done properly and within the right context, business consequences can be serious. I plan to review the Texas Instruments approach regardless.

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