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HBOK 1-304

Title High Priority
Author(s) Marc Hamilton and Bob Caruso
Source Quality Progress
Topic Data Analysis
Abstract In a service-based economy, voice-of-the-customer (VOC) analysis is an important tool for interacting with business customers. Customers may specify their requirements, but to make these general statements actionable requires evidence that is best obtained in one-to-one interviews. The evidence may then be prioritized using a Kano model to determine where to expend extra effort and invest in innovations. A sidebar article explains how a VOC interview can reveal unanticipated customer requirements.
Access Restrictions ASQ members and journal subscribers
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Reference Code 1-304

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