Deciding which tool to use

Customer segmentation, p. 56, principles for identifying subsets of customers who may have differing needs or requirements. Especially useful for any team dealing with a moderate to large customer base.

Types and sources of customer data, p. 58, a list of typical customer data your organization may already have or can get. Use to prompt your own thinking before a VOC effort.

Collecting VOC:

• Interviews, p. 59, guidance on conducting professional interviews with customers. Recommended for any team that wants to develop a deep understanding of customer needs and how customers use the product or service

• Point-of-use observation, p. 60, guidance for what to do if you can visit a customer' s workplace or observe the point of contact between the customer and your product/service. Use to gain greater insight or confirm interview results.

• Focus groups, p. 61, guidance on how to structure focus groups. More efficient than doing separate interviews but still time intensive . Use as needed.

• Surveys, p. 62, guidance on conducting surveys. Best used to confirm or quantify theories developed after other customer contact. Also can be used to identify most important issues to research. Good for gathering quantitative information.

Kano analysis, p. 64, a technique that helps you understand varying levels of value that customers place on different features of your product or service.

Developing critical-to-quality requirements, p. 67, instructions for converting customer need statements into product or service requirements. Use when your mission is to deliver products/services that better meet customer needs.