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Voice of the Customer: Toolkit
Rating: 4.4 out of 5(777 ratings)
7,062 students

Voice of the Customer: Toolkit

Plan VOC research, gather insight translate needs into requirements and improve journeys, KPIs and services
Created byRobert Chapman | Business Improvement Solutions
Last updated 8/2026
English
English [Auto],Portuguese [Auto],

What you'll learn

  • How to deliver effective voice of the customer activities and exercises
  • How to deliver effective voice of the customer tools and techniques
  • You will understand how to grasp your customer needs and wants better
  • You will be able to improve customer satisfaction scores
  • Use customer insight to improve journeys, experiences and service decisions
  • Use feedback to identify opportunities to improve customer retention
  • You'll be able to build better KPIs and SLAs, designed with your customer wants in mind
  • Increase customer engagement with your products and services, generating more useful feedback and insight
  • Become a customer centric organization, something customers, consumers and clients REALLY appreciate
  • Learn knowledge you can spread across other parts of your organization

Course content

5 sections • 52 lectures • 3h 42m total length

  • Introduction1:41

    In this video we will introduce the course by looking at what will be covered and the purpose of this course.

  • Disclaimer0:57

    In this video, we will run through a brief disclaimer for this course.

  • What is the purpose of this course?2:44

    In this video we will explore the purpose of this course.

Requirements

  • No prior customer experience or improvement knowledge is required.
  • Bring a real or example situation to use during the course.
  • A spreadsheet or note-taking tool is helpful but not required.
  • Use the course Q&A if you need help.

Description

Understanding your customer is VITAL if you are to continue to provide them with a service or product that satisfies their needs and requirements. In an increasingly competitive and innovative marketplace, those companies that do not put their customers front and centre of their improvement efforts will be the ones left behind and, ultimately, won't be in the marketplace in the future. How can you improve your customer journey, your customer experience and how your customer views your products and service if you do not know what they are thinking?


In this course, we come at this from 2 angles. Firstly, identify how you can get customer data in front of you to start with. Secondly, what to do with that customer data once you have it. It is all about mapping this data, tracking it, cutting it up into segments etc. so you are truly aware of what your customer is thinking. We will cover the following:


- What is Lean Six Sigma?


- What does the concept "Voice of the Customer" actually mean?


- Customer segmentation tool.


- Types and sources of customer data tool.


- Interviews tool.


- Point of use observation tool.


- Focus groups tool.


- Surveys tool.


- Kano Analysis tool.


- Critical to Quality Tree tool.


We will explore what these tools are, how to conduct them and for those with which it can be applied, give practical demonstrations of how these tools work in practice.


At the end of this course you will understand clearly how to source data from your customers and what to do with this data for the benefit of your improvement efforts.

Who this course is for:

  • Customer experience professionals translating feedback into action
  • Product and service managers defining customer requirements
  • Process owners improving customer-facing workflows
  • Business owners seeking more evidence-based customer decisions

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