Hi !!!
If you had some magic power and were able to discover exactly what customer are carving , and if you knew how to produce their dream service then you are guaranteed to maximize your bottom line ! Therefore, capturing the exact voice of customer is like striking gold.
In the real world you need to mine for gold, you need to explore and search. Sometime you find bits and pieces of gold mixed into other material, which you then need to distill and purify to get pure gold. The same is true for voice of customer. You need to search for good source of customer information by finding bits and pieces.
The real voice of customer may hide deep in the customer minds and many customers are humble people. If we use only traditional data collection methods , you may only get inaccurate and incomplete information. It takes lots of effort and sophisticated method to mine the voice of customer accurately and distill this VOC information into valuable inputs for the service development process.
The "voice of the customer" is a process used to capture the requirements/feedback from the customer (internal or external) to provide the customers with the best in class service/product quality. This process is all about being proactive and constantly innovative to capture the changing requirements of the customers with time.
Got to go now !!
Happy Reading
Suds
sudhish10@gmail.com
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