voice of customer
DESCRIPTION
TRANSCRIPT
Understanding Customers [VOC]RAHUL ARORA
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Agenda Concept of VOC
Different approaches to VOC
Tools and techniques to collect, process and analyze VOC data
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Target Audience Product Managers
Engineers
Entrepreneurs
Anybody who is interested in product development process
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Tata Ace• Mini truck to provide last
mile connectivity
• Takes on established 3 wheeler market
• Cost & Load factor
• Perceived prestige of the owner
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Low Cost ECG• Portable & Cost effective
ECG for developing world
• Off the shelf components
• Usability
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Tata Nano• Perfect example of frugal
engineering
• Why drive 2 wheeler when you can afford a car
• 31 Design & 37 technology patents
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Whirlpool Whitemagic• Design and develop a new
line of fully automated washing machines to meet the needs of the Indian market.
• Analyzed Ergonomic and Maintainability of Washing Machines for Indian Market
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Air Deccan• Fulfilled the dreams of
flying for the middle class
• Innovations for Reach, Cost, Timeliness etc.
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Your Verdict
Pass / Fail Pass / Fail Pass / Fail Pass / Fail Pass / Fail
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Why do products failTe
chni
cal P
robl
ems
Tim
e to
Mar
ket
Ruth
less
Com
petiti
on
Burn
vs.
Ear
n
Go
to M
arke
t Str
ateg
ies
Prod
uct Q
ualit
y
Inad
equa
te M
arke
t Und
erst
andi
ng
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* Image credit KenMiller Group
Understanding Customers !!!!
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Understanding Customers !!!!
18-32 Year Old Working, Independent, male/female, staying in a metro city, earning 5 figure salary, having Rs x/- disposable income. Drives a fancy car, Owns a iPhone and iPad …
Blah blah blah.
Matrimonial Advert ?
?
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Emotional Motor Behavioral Psychological
Customer Needs
UNSTATED NEEDS
STATED NEEDS
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Decision Cycle
Needs - Benefit - Value
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Why do VOC Test the hypotheses
Customer segment
Competition
Target audience
Product validation
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Where does it fit?Ideation
Planning
Development
Test
Launch
Maintenance
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Tactical Short term performance & issue driven
Conducted with select few customers
Focus on individual quality matrix by scorecards
Improves customer relationship
Sales
Social
Page Views
Customer Care Data
Customer Survey
CSAT
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Strategic Customers as well as non-customers
Cross functional
Understands customer priorities
Oriented towards generating higher value and clear economic benefits
Primarily done while introducing new products
Product
Development
Quality
Customer Care
Management
Marketing
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Introspect Before VOC What business are you in?
What problems are you trying to solve?
How will you make money?
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Let’s Talk About Customers How does your customer spend/make money?
How does your offering helps them save/make more money?
How does your customer make buying decision?
Do you know the decision tree in your customer’s organization?
What are key trade-offs in your customers purchase decisions?
Do you know short, mid and long term objectives of your customer’s business?
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Ideation
Planning
VoC Objectives Best time to start VOC process
Explore maximum amount of information about your prospective customers
Try to understand your customer pain points
Understand how your customer make money
Understand market and competitive forces that may impact the business
Create quick ideas that offers best value for money as compare to your next best alternative
Identify the CTQ
Cont…
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VoC Objectives
Quickly prototype ideas using cost effective ways
Solicit feedback and customer perception about products
Understand customers willingness to pay and trade-offs
Validate, validate, validate
Drop whatever seems irrelevant or customers show indifference
Cont…
Develop
Test
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VoC Objectives
Continue feedback loops
Integrate customer insights to position and placement of product
Keep an eye on competition for continually evaluate value proposition
Launch
Maintenance
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Output Based VOC process
VOC Charter
• Develop Hypotheses
• Define Goals• Identify Team• Define Timeline• Set the process
right
Preparation
• Identify target audience across value chain
• No Box-checking • Role-play
Conduct VOC
• Ask as many why’s• Open ended
discussions• Understand
situation, problems, implications and needs
Synthesize
• Analyze data scientifically
• Identify segments, strategies critical needs
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S P I NSITUATION PROBLEM IMPLICATION NEEDS
Approach
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Situation Problem Implications Needs
Segment 1 Seg 2 Seg 3
• Collect Facts• Ask only essential
questions• Have some pointers
ready to get customers started
• Ask for point of dissatisfaction with current approaches
• General difficulties
• Probe for consequences of problems
• Point of dissatisfaction
- - • Focus the prospect’s attention on the solution
• Uncover the benefits that they are looking for
• Probe Probe Probe
Spin Template
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Prioritizing Needs (QFD)Feature 1
Feature 2
Feature 3
Customer Needs Average customer Ranking
Need 1 6 4 7 0Need 2 3 10 4 7
Score 14 11 7
Requirement Ranking 1 2 3
Rating Scale for Customer NeedsMost Important - 9Highly Desirable - 6Nice to Have - 3I don’t Care – 1
Need/Feature RelationshipDirect - 10Strong Influence - 7Weak Influence - 4No Influence - 0
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On a Scale of Jack to Steve
YOU BETTERBE HERE