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Next VOC Modules. VOC Overview Module. Outcome Driven Innovation. Customer Visits Module. Interview Module. Segmentation Module. Survey Module. Conjoint/ Tradeoff Module. Focus Group Module. Product Testing Module. VOC Process – Implementation Process. Business Issue.
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Next VOC Modules VOC Overview Module Outcome Driven Innovation Customer Visits Module Interview Module Segmentation Module Survey Module Conjoint/ Tradeoff Module Focus Group Module Product Testing Module
VOC Process – Implementation Process Business Issue Research Objective Data Gap Analysis Method Identification Data Collection Plan Design VOC Pre-Planning Planning Development Customer Req Product Req CollectVOC Organize/Group Analyze/InterpretData Make Decision/Take Action Execution Analyzing & Interpreting Other tools Note: Customer Req and Product Req apply to use of VOC in product definition
Who is the Customer? DISTRIBUTORS USER BUYER SPECIFIER REPAIRTECH INFLUENCER Usually defined as externalindividuals or organizations whopurchase or use your productsor services. Sometimes include internalcustomers, external experts, lead thinkers,and others who do not actuallyuse your products or services.
Tollgate VOC Methods Summary Product & ProcessDesign Product Definition Metrics & ProjectReview Project Definition Business Case Product Launch Product DesignVerification Idea Screening TG0 TG1 TG2 TG3 TG4 TG5 TG6 Qualitative Focus Groups Focus Groups Desired Outcome/ Segmentation Needs Based Interviews Customer Complaints Observations Concept Test Messaging Quantitative Price Volume (Van Westendorp) Customer Satisfaction Survey Desired Outcome/ Segmentation Needs Based Habits-Practice Conjoint Tradeoff Internal Research Desk Research Internet Warranty Records Warranty Records Alpha Test Beta Test Comp Assessment VOC Should be conducted at all phases of development! The VOC you collect changes but the VOC Design PROCESS stays the same
VOC Decision Grid Low Confidence Confidence Organization Has Answers High Confidence -Satisfying Curiosity -Confirming Prior Decisions (Validation) -Supports Strategic Direction/Planning - High Risk of Wrong Decision Strategic Level of Decisions
Danaher VOC Success Stories Powder Pillow VOC (Hach Company) Successful Observational Research Observed that customers were labeling their powder pillow packages in the lab because if they dropped them on the floor they could not tell which package had which chemical Solution: Color-coded packages (external and individual packages) with different colors for different chemicals and clearer labeling • ` Successful Concept Test/Alpha Test Research Determined that the customers liked the same style of powder pillow that they are using today, except they want it easier to open and just slightly larger Solution: Hach was investigating different machinery to produce different styles of powder pillows, now we don’t have to invest in new equipment saving us 1 million dollars.
Generally one on one – face to face Interviews Commonly up to 20-30 people Used to obtain a deeper understanding of customers reaction and language they use on the topic.
Interviews WHAT Interactive method to collect complete, accurate, fair information from customer’s viewpoint. Look for insights thatrelate to your Research Objective. WHY/WHEN 1 - Initially exploring the Research Objective2 – When deep understanding of a topic is required to meet Research Objective. 3 – Used when the range of possible answersis not known (i.e. discovery). COST OFRESOURCES (scale of 1 – 4) $$$
Interviews TYPES One-on-One Group In personTelephoneInternet chat/I.M. RemoteOn-site (Genba) SAMPLE SIZES Commonly 20-30 people-depends on diversity of group and diversity of answers [note – if you are not seeing answers converge you may want to consider further segmentation of the market] -must be representative sample of market Outcome Expectations:Obtain a deep understanding of the customer’s reactions and reasons behind their behaviors captured in the customer’s own words. Skills Required Facilitation: Ability to ask questions and allow respondents to answer. Listening: Ability to listen to entire customer conversations. Note taking: Ability to document conversation.
VOC Collection Technique Summary Type Of Data Attributes Ease Of Interpretation Statistical Validity (4,5) Control Of Desired Outcome Probing for more detail Tool Cos t of method Intimacy(1) (vs. Filtered) Avoiding Bias Immediacy (Short Lag) Confirmation Quantitative Qualitative Discovery Interviews Focus Groups Observation Surveys Product testing Trade-Off Methods Favorable Neutral Unfavorable
VOC Schedule & Budget – Tab 3 VOC Schedule & Budget Details
Types of Recruiting Methods Telephone Face to Face Online/ Web Referral Panels Sales Force Skills Required: An attractive voice, confidence, evident Professionalism, charm and persuasiveness.
Example of Recruitment Screener-Part 1 What type of person are you trying to interview? Qualifying Items
Discussion/Observation Guide 9 Points • Be sure the guide conforms to the ebb and flow of your interview • Use it as a topic outline – not a questionnaire • Use it as a guide to provoke open discussion • Structure the discussion from general to specific • Follow the respondent’s indications of interest • Establish a logical flow of conversation • Don’t read from the discussion guide during the interview • Don’t insist on too much detail in the guide • Don’t make the guide too long
Interview Exercise Exercise: Practice Interviewing Instructions: - Select an Interviewee, Interviewer, Notetaker and Critiquer/evaluator - Interviewer, Notetaker and Critiquer/Evaluator moves to the Next team and practices using the Discussion guide and questioning Techniques to get data about their topic. - Each time the team moves-change the Interviewer, Notetaker And Critiquer’s role Tools to Use: Discussion Guide Time Allowed for Exercise: 15 min per team (1 hr 15 min) Deliverable: Practice, Data collected about topic, critiquer’s input Insights to larger group
Examples of Reports Power- point
