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Voice of the Customer (VOC) – Can You Hear Me Now?

August 5th, 2011

Voice of the Customer (VOC)Verizon Wireless “Can you hear me now?” commercials hit home because in our increasingly mobile connected lives we live that moment so many times. Verizon’s implicit message is that not only will you be heard on their network but that they hear you. We all want to be heard and we are frustrated when ignored.

We live that moment when we question whether we are being heard in many other ways including as consumers and business customers. How often do we feel as if we are asking the people from whom we buy goods and services both personally and professionally “Can you hear me now?” How often do we feel as if we are ignored, misunderstood or altogether treated like a dropped call! What do we do when we feel that way? I know what I do. I move to another network. I move to one that will listen to me.

Let’s now reverse the question. As a product or service provider, ow well do we listen? Are we so busy with what we wish to accomplish that we are forget our goal in business, which is to meet client or customer requirements. I recently heard an individual involved in a performance improvement program discussing the need for Voice of the Customer, VOC, as he explained his management scorecard and projects. When asked if he’d reviewed either with a major customer, he replied that they’d given him a scorecard but he’d neither used it or presented his because his system was still immature. I took a double-take. He’d been handed the VOC he sought but failed to realize it as such as he was focused on his ability to execute. Tell me

– would a hunter increase the amount of venison he had for the winter if he could shoot straight but couldn’t find his quarry? I think he’d have a cold, hungry winter. Good VOC helps your business see the target.

Download a short training module that discusses Critical to Customer Requirements a short training module that discusses Critical to Customer Requirements

If you want to judge the ability to execute, we have lots of qualitative observations and quantitative measures with which to make an assessment. Do you have the same so as to assess your ability to listen? Do you know whether or not you are really listening to the voice of the customer? We feel that just as there is a maturity model for the ability to execute improvement, there is a maturity model for the ability to listen. If you’d like to hear more and discuss how you listen to your customer, please contact me. We always like to listen to you.

 

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