Voice of Customer

The Voice of Customer is used to convert the external customer's voice into measurable metrics. It provides a justification for the importance of a project, primarily from the customer's perspective.

If there is no external customer voice, for example in purely internal optimizations, it is instead referred to as the Voice of Business.

The goal is to systematically capture customer requirements and derive concrete approaches for improvements from them.

You can download the data here: Examples_Voices.xlsxFile for download

Delivery time
The delivery time was identified as a central issue. The current actual value is compared to the desired target value of the customer. Since it is a time specification, a continuous data type is present.

• Customer feedback: “We always receive the material too late.”

• Core issue: Delivery time

• CCR: Current: 10 days (+/- 5); Target: < 7 days (+/- 1)

• Data type: Continuous

Quality / Complaints
The customer criticizes the material quality. This is measured by the number of complaints per month. Since these are countable values, a discrete data type is present.

• Customer feedback: “The quality of the material is poor.”

• Core issue: Complaints

• CCR: Current: 10 / month; Target: < 2 / month

• Data type: Discrete

Preparation

1. Data collection: The direct customer voice is recorded through on-site conversations
2. Measurability: The statements are translated into measurable parameters such as time or frequency
3. Goal definition: For each requirement, a current and desired target value is defined from the customer's perspective

Use in AlphadiTab

1. In the Define Phase select the tool “Voice of Customer”.
2. Determine the number of rows and the desired data types.
3. Generate the worksheet by “Create Worksheet” .
4. Enter customer voice and Critical Requirement (CCR).

Interpretation

1. Are measures or projects required to achieve the target values.

• Direct customer contact or access to unfiltered customer feedback. Alternatively, gather customer feedback from the account manager or sales.
• Clear distinction between Voice of Customer (external) and Voice of Business (internal)

Voice of Customer (VOC)
Measurable external customer requirements

Voice of Business (VOB)
Internal company requirements from key figures

Critical Customer Requirements
Current key figures on measurable core requirements

Continuous Data
Measurable values such as time, duration, or length

Discrete Data
Countable values such as the number of errors or complaints