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From Voices to Results：Voice of Customer Questions，Tools and Analysis
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Appendix A. Epilogue
VoiceofCustomer(VoC)isoneofthemostpopularformsofmarketresearchthatcombinesbothquantitativeandqualitativemethods.Thisbookisaboutdevelopingadeeperknowledgeofyourcustomersandunderstandingtheirarticulatedandunarticulatedneeds.Doingsorequiresengagingwithcustomersinameaningfulandsubstantiveway–somethingthatisbecomingmoreandmoreimportantwiththeriseoftheincreasinglyconnectedworld.Thisbookgivesyouaframeworktounderstandwhatproductsandfeaturesyourcustomersneed,orwillneedinthefuture.ItprovidesthetoolstoconductaVoCprogramandsuggestshowtotakethecustomerinputandturnitintosuccessfulproducts.Thisbookalsoexplainshowtopositionandpriceyourproductsinthemarket,anddemonstratesROItothemanagementteamtogetyourproductdevelopmentfunded.Bytheendofthisbook,youwillhaveathoroughunderstandingoftherelevantstagesofaVoCproject.Itwillshowyouhowtodeviseaneffectiveplan,directtheprojecttotheirobjectives,andthenhowtocollectthevoiceofthecustomer,withexamplesandtemplatesforinterviewingandsurveyingthem.
目錄(92章)
倒序
- 封面
- From Voices to Results – Voice of Customer Questions Tools and Analysis
- Credits
- About the Author
- Preface
- What this book covers
- Who this book is for
- What you need for this book
- Reader feedback
- Chapter 1. Solving Problems and Driving Value with VoC
- Built to fail?
- The fifth "P"
- Customer input
- Defining VoC
- 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
- Gate 2
- Who's responsible?
- Summary
- Chapter 3. Laying the Groundwork
- The SWOT process
- Porter's five-forces
- Growth-share matrix
- Customer segmentation
- Competitive analysis
- Summary
- Chapter 4. Gathering the Customer Needs for Your Product
- Evolutionary versus revolutionary
- Idea management and VoC
- Customer visit interviews
- Surveys
- Constructing your survey
- Focus groups
- Lead user analysis
- Ethnography
- Other VoC methods
- Summary
- Chapter 5. The Interview Process – Preparation
- The plan
- Visit purpose
- Segmenting the market
- Who is the customer and selecting the right customers to visit
- The interview team
- Customer's visiting process and buy-in
- The interview guide
- Scheduling interviews
- Summary
- Chapter 6. The Interview Process – The Interview
- The VoCMOT
- Review logistics
- The key to a successful VoC – robust data
- Audio recording and transcriptions
- Video 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 requirements
- Summary
- 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
- Getting the requirements into engineering – QFD
- Pricing
- Articulating the value
- Summary
- Appendix A. Epilogue 更新時間：2021-08-27 18:54:58
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