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Voice of the Customer
How can I intimately understand the customer?

To answer this, we’ve got a story that starts in a bathroom – specifically, with bathroom tissue – a product that doesn’t exactly make it easy to convince people that there’s a difference between one brand and another. Still, a major paper products manufacturer needed ways to increase their market share of a well-known brand of bathroom tissue, so they contacted us.

Using our Voice of the Customer tool, this manufacturer was able to execute the successful redesign of their product. We helped them understand their customers’ expectations from the ground up. They were able to identify needs that not even the customers knew they had. The manufacturer did increase that vital market share and, maybe more importantly, the overall customer satisfaction that leads to brand loyalty.

Tool Description

This research tool assists companies in identifying and assessing fundamental customer wants and needs so that customer-driven product and service development can be achieved. VOC is the cornerstone piece of Product/Service Development because it provides an intimate understanding of the customers' wants, needs and expectations, and the competitive landscape within a particular market and product/service category. This tool can also be used to identify areas of opportunity or innovation, such as unmet needs.

Benefits
  • Develop customer-focused products and services (increase chances for success and reduce new-to-market failures)
  • Understand key competitors’ strengths and weaknesses
  • Identify key market opportunities
  • Identify opportunities for innovation
  • More efficiently target and leverage resources
  • Develop more customer-centric communications
Process
Gongos Advantages
  • We have conducted over 100 VOC projects – spending over fifteen years executing and refining our techniques.
  • Our moderators are specifically trained to uncover customers’ root wants and needs so the potential to identify opportunities for innovations is enhanced.
  • We have developed state-of-the-art, proprietary qualitative analysis techniques.