Voice of the Customer workshop

Understanding your customers is key to driving value and innovation. This workshop gives you what you need to build a powerful VoC Program. With it, you can capture, analyze, and act on validated VoC .In this course, you’ll learn how to listen to customers and dissect their problems in order to apply their feedback in a positive way, so your organization can effectively innovate. Learn to ask the right questions at the right time. Our voice of customer training gives you advanced techniques to help you go down the value chain to understand relevant needs. Your customers will feel engaged, and the insights you gather can lead to net-new revenue and improved margins.

Learning Objectives:

1. Clearly articulate the objectives for VOC data gathering
2. Develop an effective guide for customer visits and interviews
3. Conduct interviews that yield the right information at the right level of detail
4. Assess the quality and quantity of VOC data gathered, deciding when enough has been collected
5. Process VOC data transcripts to improve their clarity, usefulness to the project, and trace-ability
6. Distill VOC data to uncover important messages and dynamics
7. Translate ‘raw’ VOC data context and needs into readily review-able, measurable requirements

Topics:

1. Introduction

• What is VOC?

• Importance of VOC

2. Voice of the Customer

• Kano Model: Understanding Different Types of Needs

• Spoken & Unspoken Needs

• Identifying Opportunities to Excite

• Impact of the Customer Relationship on Capturing VOC

• Internal vs. External Perspective of Customer Needs

• Determining the VOC

• How Many Customers to Talk to?

• Customer Types

• Lead Users – Why They Are Important

• VOC Program Step-By-Step

3. VOC Methods & Framework

• Starting Point: What Are the VOC Objectives

• Methods for Capturing VOC

• Sales Input – Common, But Limited

• Using Market Research

• Customer Interviews

• Focus Groups

• Why Observation is Important

• Ethnography – What? Why?

• Video Observation

• Address Internal & External needs

• Other VOC Sources

4. Capturing & Organizing the VOC

• Setting Your Objective

• Analyzing, Organizing and Distilling Customer Needs

• Affinity Diagramming – A Method for Organizing VOC Data

• Creating Statements of Customer Needs

• Determining Importance by Ranking Customer Needs

• Maximizing Value with Conjoint Analysis

• Conjoint Analysis

• Documenting & Presenting VOC

5. Using VOC to Drive Product

Development

• Reporting & Using Results

• Features Without VOC?

• Using VOC for Product Extensions

• Prioritizing Customer Needs

• Introduction to Quality Function Deployment

• Documenting Product Requirements & Specifications

• Function Trees

• Using VOC & QFD for development

• Continuous VOC Intelligence

6. Planning Your VOC

• VOC Plan Components

• Building your Plan

Instructor:

Scott Stribrny brings nearly 40-years of experience in software, systems, and management to his client engagements and his Loyola Executive Education courses. An internationally acknowledged authority in project management, information systems/technology, systems engineering, and lean development and management, Scott is revolutionizing the intersections of business, technology, and organizational risks.

Beginning a corporate career with a start-up firm that went from zero to 100 million dollars in just five years, Scott moved on to a Fortune 50 conglomerate where he worked with industry leading engineers, scientists, and the executive suite. As a leader, Scott was responsible for the development of groundbreaking products and services where he applied best practices in project management. His accumulated management experience ranges across many industries, including aerospace, telecommunications, finance, insurance, retail, information services, and manufacturing.

Scott is President, co-founder, and managing director of Group Atlantic, Inc.; a senior consultant in the business technologies strategies practice for IT research company the Cutter Consortium; and a thought leader at the IT Metrics and Productivity Institute. He is widely published on the subjects of risk management and project/program management and is a frequent keynote speaker at conferences and company events. He teaches courses on leadership development, agile, high-performance teams, requirements definition, risk management, and project estimating, always providing practical, applicable (or actionable) knowledge and content and an innovative, refreshing, and engaging delivery.

Event Venue & Nearby Stays

One Lincoln Centre, Suite 1500, 18W140 Butterfield Road, Oakbrook Terrace, United States