The Voice of the Customer (VOC) is your first and your ultimate input. Everything your organization does originates 1) from what the Customer values, 2) if your organization can listen, and 3) if your organization can hear. VOC takes form in market research. Overt research techniques include surveys, interviews, and focus groups. Covert information collection includes the use of sensors, internet cookies, and Internet of Things (IoT) devices.

The field of VOC is large, and countless sources exist that contain expert information. Do not limit VOC work to current customer. VOC should also include former customers, prospective customers, and customers of the competition.

To augment VOC, consider a collaboration that includes Customer and Seller. Listening unilaterally to either party is valuable. Capturing where their collaboration leads holds even more potential, since both are likely able to explore, heighten, and be empathetic to each other. The conversation has potential to finely tune a myriad of things, including boundaries of each organization, accountability of work, and the share of risk and revenue.

Upstream Assets: none

Downstream Assets: Market Forces Matrix, Scorecard, Change Log, BRIQ Log

Frequency: quarterly or more