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Next VOC Modules
VOC Overview
Outcome Module Customer
Driven Visits
Innovation Module
Interview Segmentation
Module Module
Conjoint/
Survey
Tradeoff
Module
Module
Product
Focus Group
Testing
Module
VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4
Module
© 2008 Danaher. All Rights Reserved AUGUST 1, 2008
VOC Process –
Implementation Process
Data
Business Research Data Gap Method Design
Issue Objective Analysis
Collection
Identification VOC
Plan
Pre-Planning Planning Development
Collect Organize/ Analyze/ Make Customer Product

Interpret Decision/Take Req Req
VOC Group Data 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
REPAIR
TECH
INFLUENCER
Sometimes include internal

Usually defined as external
customers, external experts,
individuals or organizations who
lead thinkers,
purchase or use your products
and others who do not actually
or services.
use your products or services.
How VOC can help Make
Better Decisions
Decision Type Decision to be Information Research Methods

made
Market Which customer What customer segments exist in this Segmentation Study: to identify and profile customer
Expansion segments should market? segments
we enter and/or What are the key needs of each Positioning Study: to assess competitive perceptions by
segment? segment
specifically target?
How attractive is each segment? Analysis of available internal and external
What strengths do we have to reach information: to assess the attractiveness of the
each segment? segments and the companies strengths to succeed in each
segment
Customer What should we do What factors drive customer Exploratory research-Focus Groups/In-depth
Retention to better satisfy our satisfaction? Interviews: to identify a list of factors influencing
How satisfied are our customers now? customer satisfaction
customers?
Does satisfaction vary by segment and Benchmarking: to identify the Best of Business and to
if so, which segment is most/least establish standards
satisfied? Customer Satisfaction Tracking: to assess level of
How do we compare to our competition satisfaction, competitive performance and drivers of
on the key dimensions of customer customer satisfaction
satisfaction?
Who is the Best of Business (BOB) and
how do we compare to them?

Tollgate VOC Methods Summary
Re ojec s &
as
De oce ct &
n
Ve sig ct
ng
sC
es n
un ct
ti o
Pr tric
Bu fini t
on
fin ct
sin tio
De odu
De ojec
sig ss
vie t
Pr odu
rif n
La o d u
i
ch
De odu
en
w
ica
i ti
Me
Sc ea
n
Pr
re
Pr
Pr
Pr
Id
Pr
TG0 TG1 TG2 TG3 TG4 TG5 TG6
Qualitative
Desired Outcome/ Interviews Focus Focus

Customer
Segmentation Groups Groups
Complaints
Needs Based Observations Concept Test Messaging
Quantitative
Desired Outcome/ Price Volume Customer
Segmentation Habits-Practice Conjoint Tradeoff (Van Satisfaction
Needs Based
Westendorp) Survey
Internal Research
Desk Research Warranty
Internet Records Alpha Test Beta Test Warranty
Comp Assessment Records
VOC Should be conducted at all phases of development!

VOC The VOC
(VOICE OF you PRESENTATION
THE CUSTOMER) collect changes
ENG REV4 but the VOC Design PROCESS stays the same
VOC Decision Grid
Low
Confidence
Confidence Organization Has Answers
Challenge the Need for VOC Conduct VOC

-Check Current VOC -Check Current VOC
-Gather info from internal experts -Develop appropriate VOC methodology
-Check with a few customers -Conduct Complete/Extensive Market Research for project
No or Limited VOC Needed Refine VOC

-Check Current VOC -Check Current VOC
-Check Secondary Research -Check with a few customers
-Develop appropriate VOC methodology
High
Confidence
-Satisfying Curiosity -Supports Strategic
-Confirming Prior Decisions Direction/Planning
(Validation) - 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.

Examples of Real Business Issues

VOC template – Tab 1
VOC Project - Collection Plan
Project Name: Project Leader: Begin Date:
Business Issues: End Date:
1
2
3
4
5
6
Members VOC
Role: (List
VOC Team: List Members of Team (Present and Absent) Target Market:
Gatherer, Survey
Writer)
1 1 Market Location: US/EU/ROW
2 Customers/Job Titles
3 Segment Customers/Job Titles
8 2 Market Location: US/EU/ROW
Project Sponsor: Customers/Job Titles
Key Decisions To Be Made Once the Data Is Collected? VOC Research Objective:
1
1
2
3
2
4
5
3
6
7
4
8
Project Costs/Budget: Approval Signature:
= Original Plan
2008

Tab #2

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
Interactive method to collect complete,

accurate, fair information from
WHAT
customer’s viewpoint. Look for insights that
relate to your Research Objective.
1 - Initially exploring the Research Objective

2 – When deep understanding of a topic
WHY/WHEN is required to meet Research Objective.
3 – Used when the range of possible answers
is not known (i.e. discovery).
COST OF
RESOURCES $$$
(scale of 1 – 4)

Interviews
TYPES SAMPLE SIZES

One-on-One Commonly 20-30 people
-depends on diversity of group
Group
and diversity of answers
In person [note – if you are not seeing
Telephone answers converge you may
Internet chat/I.M. want to consider further
Remote segmentation of the market]
On-site (Genba) -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
Attributes Type Of Data
Ease Of Interpretation
Statistical Validity (4,5)
Desired Outcome
Probing for more

Cos t of method
Avoiding Bias
Confirmation
(vs. Filtered)
Quantitative
(Short Lag)
Qualitative
Immediacy
Control Of
Discovery
Intimacy(1)
Tool
detail
Interviews
Focus Groups
Observation
Surveys
Product testing
Trade-Off Methods
Favorable Neutral Unfavorable

VOC Schedule & Budget – Tab 3
VOC Schedule & Budget Details

Completed Respondents Customer Type of Time Required (in actual work days)
Total Consultant/
Customer Finish Travel Service Other
Method Selected n= Time Block Customers Regions Markets Time Planning Develop Execute Tabulate Analyze Total Start Date Date Cost Incentive Companies List Rental Costs Total Cost
# of Insert Start
US EU ROW Hrs Hours Date
Drinking water,
Field testers, lab guys, UK, France,
Example: On site visits n = 12 U.S. , n = 12 EU 12 12 0 2 hours to 1/2 day wastewater, 1 3 7 7 1 1 19 15/3/08 11/8/08 $3,000 $3,000 $3,000 $3,000 $3,000 $ 15,000.00
operators lab US
industrial segment
Total Cost of Project 0 0 0 0 0 0 0 0 0 0/1/00 0/1/00 $ - $ - $ - $ - $ - $ -
Working
Total Time Required 0 Days
Start Date January 0, 1900 VOC Schedule & Budget

End Date January 0, 1900
Details
Total Budget Required $ -
Project Sponsor Sign-Off
Market Research Sign-Off
Project Leader Sign-Off

Interviewing Skills

Face to Face Interviews
Pros Cons
*Interviewer has greater level of flexibility *Costly and lengthy process
*Ability to understand where person is coming from *Interruptions during the interview
*See respondents eye contact and body language *Difficulty scheduling
*Difficulty taking notes during interview
Do’s Don’ts
• Be aware of the your own and the respondent’s • Take tons of notes – use another person to take
facial and body expressions notes or record
• Adjust your body language to respondents…. Be • Judge respondent by his/her appearance
careful not to mimic or mirror • Don’t be late
• Maintain good eye contact • Don’t ask too many questions
• Ask to observe, see a demonstration or illustration.
• Focus all your attention on the interview (no
email, no phone, no interruptions, limit # of
people in the room)

So How Do You Construct
an Interview?

Develop Incentive Plan

Example of Incentive Plans

Determine Recruiting
Strategy

Types of Recruiting Methods
Telephone
Face to Online/
Face Web
Sales
Referral Panels
Force
Skills Required: An attractive voice, confidence, evident
Professionalism, charm and persuasiveness.
Develop Screener

Example of Recruitment Screener-Part 1
What type of person

are you trying to
interview?
Qualifying Items

Develop Discussion
Guide

Discussion/Observation Guide
9 Points
1. Be sure the guide conforms to the ebb and flow of your interview
2. Use it as a topic outline – not a questionnaire
3. Use it as a guide to provoke open discussion
4. Structure the discussion from general to specific
5. Follow the respondent’s indications of interest
6. Establish a logical flow of conversation
7. Don’t read from the discussion guide during the interview
8. Don’t insist on too much detail in the guide
9. Don’t make the guide too long

Conduct Interviews

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

Analyze Information

Affinity Diagram Examples

Report on and
Communicate Findings

Examples of Reports
Power-
point


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Next VOC Modules

Pre-Planning Planning Development

Collect Organize/ Analyze/ Make Customer Product

Execution Analyzing & Interpreting Other tools

Note: Customer Req and

Sometimes include internal

Decision Type Decision to be Information Research Methods

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

Desired Outcome/ Interviews Focus Focus

VOC Should be conducted at all phases of development!

Challenge the Need for VOC Conduct VOC

No or Limited VOC Needed Refine VOC

Powder Pillow VOC (Hach Company)

Successful Concept Test/Alpha Test Research

Solution: Hach was investigating different

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

Business Issues: End Date:

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

Interactive method to collect complete,

1 - Initially exploring the Research Objective

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

TYPES SAMPLE SIZES

Outcome Expectations: Obtain a deep understanding of the

Probing for more

Favorable Neutral Unfavorable

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC Schedule & Budget Details

Total Cost of Project 0 0 0 0 0 0 0 0 0 0/1/00 0/1/00 $ - $ - $ - $ - $ - $ -

Start Date January 0, 1900 VOC Schedule & Budget

Project Sponsor Sign-Off

Market Research Sign-Off

Project Leader Sign-Off

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

*See respondents eye contact and body language *Difficulty scheduling

*Difficulty taking notes during interview

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

What type of person

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

VOC (VOICE OF THE CUSTOMER) PRESENTATION ENG REV4

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See respondents eye contact and body language Difficulty scheduling