Question

Explain the concept of the voice of the customer (VOC). Why would a clear VOC process be important in the supplier to receiving organization relationship? Support your answer with links to the Kano model.

Answer 1

Listening to the voice of the customer is an essential part of a company's business strategy. By paying attention to the voice of the customer a company can design and oriented product according to the need of the customers. Bike constant feedback and attention a company can create loyal customers as listening to somebody creates a feeling of loyalty towards the listener. As you accept the suggestion of the customers, a customer automatically starts buying your product to check if his suggestions are correctly implemented. By capturing customers expectations, preferences and a a aversions a company can easily improve their overall loyalty towards his customers.
It is a market research technique that creates a detailed set of customer needs and it is organised into a hierarchical structure then the most prioritize terms are kept her on the structure and the low priority terms are kept low. This type of research is consisting of both quantitative as well as qualitative research.
As a customer section of an organisation is very huge over all errors in recording the data is also very big. This specific error in the data creates contradiction between two data recorded by the analysis system. Always getting the truth out of the voice of the customer is not possible hence sometimes there are diverse effect of the usage of voice of the customer process.
Most of the organisations associate voice of the customer with the customer problems. By associating the voice of the customers avoiding the cost of customer problems can call an organisation to confuse this with the cost of failure. If the data is not correctly capture then it can create problems for the organisations as well.
Getting customer feedback can be tough over the time, there are several issues presenting taking the proper customer feedback and in feedback taking strategies.
Some of the basic problems in feedback taking methods are as follows

In existing customer survey method, customers can provide false information for a better promotional value and Expectations of getting free services from your organisation. They can also provide you false values for not being up to the mark in the previous time.

Asking employees of your company can also be very dangerous as they work in your company and should be giving positive reviews about your products.

Asking to the mystery customers can be a great thread getting correct information and feedback as Mr customer cannot be located or recognised easily insert wrong data and the competitors can also take advantages of mystery customer based feedback system.

for Linking voice of customer feedback system to your organisation companies can easily implement the voice of customer system into the marketing strategy as well as the advertisement strategy. Introducing an individual reward based feedback system which is based on loyalty points can be implemented into the company's system for a better feedback management and understanding of voice of the customer.

Media has affected the feedback taking process and has became the main voice of the customer. Social media provides a very large platform for saying the actual things which are coming into a customer's mind and considered as one of the most reliable sources of information to watch the customer and their interest now a days.