Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as “Voice of the Customer” and just viewed as a “check box” item.
In this discussion we will describe how there are different approaches to collecting the Voice of the Customer and how the misapplications of each approach will unintentionally bias the results that are obtained. We will discuss three different approaches for voice-of-the-customer surveys: Product features, job-to-be-done and unmet needs. These different VOC approaches will be correlated with project portfolio classifications for different levels of innovation—incremental, radical or disruptive. Recommendations for how to apply them in different segments of the value chain will also be provided.
Innovator, Market and Business Developer, Futurist and Idea Generator. Interested in disruptive innovation and practical uses of socialmedia
Sign in to add slides, notes or videos to this session
6th December 2013