Gathering the Voice of the Customer is one of the easiest and one of the most difficult tasks a process improvement professional faces. It is easy because when you have a clearly laid out plan that includes a method of identifying the customers (harder than it sounds), a set of questions to ask, a means of analyzing the results and interpreting them, VOC is easy - even fun. If none of this exists, converting the fuzzy needs frequently expressed by the customer is a difficult task.

This module takes a detailed look at the Voice of Customer process. It starts out by defining the concerns of internal customers and external customers. Then, the four step VOC process is introduced. Next a deep dive of each step is undertaken. Along the way, several new tools are introduced. An example is used to demonstrate the concepts.

Finally, the all-important Kano analysis is covered in detail.

This material is suitable for independent study or formal classroom training and includes a list of tools, an exercise, and quiz questions.