EXECUTING VOICE-OF-CUSTOMER COURSE
WHAT IS DiAL-VOC?
DiAL-VOC is a framework created by Gaido Scientifics Senior Consultant Scott Young. The framework clearly explains the steps to complete a successful voice-of-customer study.
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So why do we need voice-of-customer, and aren't I doing it already? Products are often created simply because they can be. In many cases they fail to live up to expectations, alternative opportunities are missed and as a best-case scenario they are written off as a learning experience. Sadly, in many cases the results are financially dire, risking the business’s viability and the careers of those involved. Why do they fail? Well, a large part of it is that no one spoke to the target customers and if they did, then they did not ask the correct questions.
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So how do you perform a successful Voice-of-customer study? How many people should you call? What questions should you ask? What information are you seeking? Is this the correct data needed for the right decisions to be made? How can you use the information to obtain buy-in and make changes in direction?
The DiAL-VOC framework helps product managers understand how to plan, execute, and utilise this information throughout the product lifecycle, not only for planning and the oh so common “we are launching in a few months so we better see what people think” panics.
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This course explores each of the stages in the framework Design, Interview, Analyse and Leverage allowing you to create your own voice-of-customer program which you can take back for approval and immediate execution.
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The course is designed for product managers, product focused market managers, and also business development roles seeking market data and or viability of their products in new markets.
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Watch the course creator, Scott Young, explain the course further
WHATS COVERED?
Over two days the course takes you through the process of creating a Voice-of-customer plan and understanding how to analyse and use that data within your business.
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Design
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​Define the objectives, scope, customer
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Define the statement of intent
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Interview
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Prepare project plan for approval
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Create interview guide
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Collect data
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Analyse
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Organize and interpret data via affinity diagrams, Kano, correlation matrix
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Verify analysis with customers for approval
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Leverage
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Deploy to engineering via customer problem statement or QFD
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Monitoring project and course correct as needed
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WHAT YOU WILL LEAVE WITH
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An understanding of VOC and the DiAL-VOC Framework
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A firm objective for a VOC (what exactly do you want to know)
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A completed segmentation for your VOC
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Prepared questions for your interview
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An Interview guide for your VOC project
INCLUDES ONE-TO-ONE FOLLOW UP SESSIONS TO HELP DRIVE EXECUTION & AVOID BUMPS
WHAT OUT CUSTOMERS SAY
“I’ve been using VOC for some time, but this was a great opportunity to check my thinking and consider and understand how others conduct such projects."
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Laura Pala, Product Manager, Refeyn
"Voice of Customer (VOC) is a MUST whether you are a start-up, SME or corporate. Setting a goal, thinking it through, designing and running the VOC can fail if you do not know how to do it right. James and Scott are not only teaching you the best way to VOC, but they also set you on track for SUCCESS – in many other areas related to sustainable business development."
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Magdalena Kurzyp. Business Development Manager, Photosynthetic
“As new products come out, I now have a structure to help us understand how I can do a quick local voice of customer to make sure I position them relative to our local market and drive the sales team to success.”
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Paul Roberts, Sales Manager, Evident Life Science
“We talk to customers all the time configuring solutions to their needs, this course showed me how a less biased (non-sales led) driven VOC could help create higher value in our pre-configured solutions.”
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Andrew Allan, Head of Lightsheet Microscopy & OEM, Cairn Research