Customer Needs

Voice of the customer (VOC) is a term used in business and Information Technology (through ITIL, for example) to describe the in-depth process of capturing a customer's expectations, preferences and aversions. Specifically, the Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives. Voice of the Customer studies typically consist of both qualitative and quantitative research steps.
Posts about Customer Needs
  • The Customer Journey

    … and are fitter and healthier. I concede that the chocolate example is, perhaps, wishful thinking. However, the principle of ‘real life first’ and getting an insight into customer behaviour is a sound one. It doesn’t need to be expensive. A couple of chats with customers can usually throw up several paths to pursue. You can back it up with online research and track the customer’s progress from there, of course. But the two should interplay. Online visitors rarely happen in a vacuum. …

    Claire Thompson/ State of Digital- 5 readers -
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