Voice of the Customer

What is the voice of the customer?

What is perceived customer value and how can an organization benefit from measuring it?

Explain the difference between satisfaction and loyalty, which is more important?

The voice of the customer is the requirements that are expressed in the customers own terms that are shared with the producer. Organizations use a variety of methods to learn about what the customer’s needs and expectations are for their products. Some examples include comment cards and formal surveys, focus groups, direct customer contact, field intelligence, complaint analysis, and monitoring the internet and social media. The voice of the customer is not only the consumer, but also the external customers. Attention to the needs of external customers offers opportunities to provide enjoyment in their business. Internal customer voices are also as important as the external and the customer. In man service industries, customer-contact employees depend on a variety of information and support from internal suppliers. Failure to meet the needier satisfactions of the internal customers will ultimately impact the external customers.

The perceived customer values is using a traditional customer satisfaction measurement, but focusing more on customer loyalty rather than on the satisfaction of each and every customer. Perceived customer values measure how customers assess benefits rather than costs, such as purchase price while they are making purchase decisions. When the organization provides a high customer value at the time of the decision to purchase a product always wins the sale. The perceived customer values measurement includes potential buyers and not just the existing customers of a product. This brings about more of a broader customer satisfaction measurement than just the existing customers telling the organization what they want and do not want. Thus, making for a larger group of consumers to take data and input from for present and future products...