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Voice of the customer (VOC) is a technique to understand your customer’s needs and requirements. Objective metrics like the number of product returns or subjective metrics like customer feedback on their overall satisfaction can help your business understand how it is performing with respect to customer expectations. But how can you get and use customer feedback effectively?
In this Process Perspectives podcast Felix Tiedt, business improvement specialist at Telkom SA - Africa's largest integrated communications company - details what VOC is, why you'd want to use it and takes us through the pitfalls you must avoid.