By R. Eric Reidenbach
Published by Productivity Press in 2009
Unique in its approach, this book focuses on the voice of the market (VOM) instead of the much more limiting voice of the customer (VOC). While the VOC typically refers to what the organizationâs customers say, feel, or need, the voice of the market focuses not only on the needs of its customers, but also on those belonging to customers across other organizations in addition to oneâs own. By focusing on the VOM, organizations can empower Six Sigma and lean initiatives with a source of information that expands oneâs view of the marketplace, which can be self-fulfilling in its limitation.
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