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Voice of the Customer
Today's customers demand whole-product solutions for their problems, and it is therefore
critical for organizations to understand their needs and prioritize their requirements.
"Voice-of-the-Customer" is a process commonly used to assess and prioritize customers' needs.
Catalyst created this approach to optimize the ability of organizations to understand the needs
of their customer by gathering relevant data, calibrating the information, quantifying the
results and communicating the customer's voice that result in actionable agendas.
The process starts with the gathering of data through an efficient online program that can be
served remotely or at an on-site meeting. Once the data is collected, Catalyst offers a
structured brainstorming process that allows the customer to organize, prioritize and weigh
ideas, and identify the most important information. The final stage provides immediate critical
information, including a snapshot of what a customer is thinking, quantifiable data to inform
decision making, and definable agenda items to best meet customer needs.
Catalyst employs both live focus-group and online sessions. The GroupMind Express
Web-collaboration tool allows customers to anonymously provide input in their own words,
unbiased by assumptions inherent in surveys. GroupMind provides a means for multi-variant
analysis that leads the group to quantify its responses. The final report provides the
sponsoring organization all the information from the session and presents how the customer
prioritized the disparate choices.
The Voice of the Customer works well with product development, customer service, information
technology, operations and human resource organizations. Companies like Sun Microsystems, Apple
Computer, Fore Systems and Adobe applied our Voice of the Customer as critical input to their
planning processes.
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