What is a Voice of the Customer Table, and what are best practices, tools and online templates for teams and organizations?
Definition of Voice of the Customer Table
In order to develop a holistic view of customer needs, preferences and beliefs, it is important to carry out a thorough Voice of the Customer study. A central part of the Lean Six Sigma process and Quality Function Deployment (QFD) is an exploration of customer needs. While many tools exist to help organizations understand their customers’ needs, one of the best ways to capture these needs in one place is through the use of the Voice of the Customer Table (VOCT).
Description of Voice of the Customer Table
The Voice of the Customer Table is a template which helps business leaders and managers frame the inputs received through the process of carrying out a Voice of the Customer (VOC) exercise.
Data can be gathered as part of a Voice of the Customer exercise in a variety of ways, including through the conducting of surveys and focus groups. These methods can be helpful in validating what an organization already believes to be true. Other methodologies include the Gemba Walk, a visit to listen to and observe actual customers while they are using a product or service to determine what they are doing (or not doing).
Unfortunately, customers often do not explain their needs clearly or articulately, and business leaders and product designers are left to pick up the pieces to understand what the customer really values. That’s where the Voice of the Customer Table comes in. Once business leaders have gathered enough data and prioritized the needs of their customers, they can work to identify product features that will have the greatest impact for those customers.
Tools & Templates
The tools and resources that leaders use to make the most of the Voice of the Customer Table template are sales data, technical customer service reports, warranty & refund claims, user support transcripts, and social media mentions.
upBOARD's Online Voice of the Customer Table Tools & Templates
Unlike most traditional process checklists and problem solving models, upBOARD’s online Voice of the Customer Table model tool allows any team or organization to instantly begin working with our web templates and input forms. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.
Learn more about upBOARD’s portfolio of other business strategy best practice tools and templates, including:
2 X 2 Matrix, ADL Matrix, Affinity Diagrams, Baker’s 4 Strategies of Influence, Balanced Scorecard, Benchmarking, Blue Ocean Strategy, Bowman Strategy Clock, Build-Measure-Learn Feedback Loop, Business Model Canvas, CAGE Distance Framework, Competitive Analysis, Competitive Landscape Analysis, Contingency Planning, Core Competence Analysis, Critical Success Factors, Discovery Driven Planning, Economic Value Added, First Mover Advantage, Five Forces Model, Force Field Analysis, Gap Analysis, GE McKinsey 9-Box Matrix, Go To Market Strategy, Hambrick & Frederickson’s Strategy Diamond, Hedgehog Model, Hook Model of Behavioral Design, Hoshin Planning System, Kay’s Distinctive Capabilities Framework, Key Outcome Indicators, Kotler’s Five Product Levels Model, Kotler’s Pricing Strategies, Lafley & Martin’s Five Step Strategy Model, McKinsey 7S Model, McKinsey’s Seven Degrees of Freedom for Growth, Mergers & Acquisitions, Mission Statements, Mullin’s Seven Domains Model, OGSM Framework, Ohmae’s 3-C’s Model, Partner Relationship Management, PEST Analysis, PESTLE Analysis, Porter’s Diamond, Portfolio Management, Purpose Statements, Pyramid of Purpose, Scenario Planning, Simonson & Rosen’s Influence Mix, SMART Performance Metrics, SMARTER Goals, SOAR, Strategic Goals, Strategy Map, Strategy Roadmap, Strategy Uncertainty Map, SWOT Analysis, TOWS Matrix, Triple Bottom Line, USP Analysis, Value Chain Analysis, Value Disciplines Model, Value Net Model, Values Statement, Vision Statements, VRIO Analysis, and Weisbord’s Six-Box Model.