Voice of Stakeholder (VoS)-English

Summary

This video script explores the concept of 'Voice of Customer' (VOC), illustrating its importance through real-life examples like the renaming of 'Tiger Bread' by Saintsbury's. It emphasizes the need for businesses to listen to customer feedback to improve products and services. The script outlines the four stages of implementing VOC: identifying customer needs, understanding and prioritizing them, creating meaningful experiences, and anticipating future needs. It also covers various data collection techniques such as social listening, surveys, and customer interviews. The video concludes by urging businesses to adapt to customers' evolving needs and to use their feedback to build better products and services.

Takeaways

• 😀 The 'Voice of Customer' (VOC) is the direct feedback from customers about their desires and needs for products and services.
• 🤔 Not all companies listen to the VOC, but those that do often find a special place in the minds of their customers.
• 🚂 Examples of VOC include Indian Railways sanctioning special trains in response to passenger requests and the addition of wheelchair ramps in public places.
• 🍞 A humorous example of VOC is a child suggesting a bread named 'Tiger Bread' be renamed 'Giraffe Bread', to which the company humorously agreed.
• 💺 NEOMotion's creation of the NEOLy and NEO Bolt wheelchairs is an example of a product designed with the VOC in mind, focusing on user-centric design.
• 📱 Senior citizen-friendly mobile phones are another example of products that incorporate VOC by including features beneficial to the elderly.
• 🚽 Unsuccessful services like 'e-toilets' and products like Nokia's Windows phone failed due to ignoring VOC, leading to their decline.
• 🔍 Identifying customer needs is the first stage in the VOC process, as illustrated by McDonald's decision to switch to paper straws.
• 🔄 Understanding and prioritizing needs is crucial, as shown by Tesla's quick response to a customer's feedback, promising a fix in the next software update.
• 👟 Adidas' creation of running shoes from ocean waste is an example of creating meaningful customer experiences by addressing VOC.
• 🌐 Netflix's success is attributed to anticipating future needs and personalizing the customer experience, which grew their subscriber base significantly.
• 📊 Various techniques for collecting VOC data include social listening, surveys, online reviews, live chats, customer interviews, and focus groups.

Q & A

What is the story of the 'Tiger Bread' and how did it relate to the voice of the customer?

The 'Tiger Bread' story involves a 3-year-old girl named Lily who questioned why the bread was called 'tiger bread' instead of 'giraffe bread'. The customer manager at Saintsbury's responded humorously, suggesting the bread looked more like a giraffe. This story illustrates the importance of listening to customer feedback and how it can lead to positive outcomes and customer satisfaction.

What does the term 'voice of customer' mean in the context of the script?

The 'voice of customer' refers to the actual customer descriptions in their own words for the functions and features they desire for the goods and services they need. It emphasizes understanding customer needs, expectations, and using this information for product improvement.

Can you provide an example of how Indian Railways addressed the voice of the customer?

Indian Railways addressed the voice of the customer by sanctioning special trains from Karnataka to Kerala after receiving requests from passengers, demonstrating a classic case of responding to customer needs.

What is the significance of the 'talking ATM' for visually impaired people?

The 'talking ATM' is a service that caters to the needs of visually impaired individuals, allowing them to use ATMs independently by providing audio feedback. This is an example of a product designed with the voice of the customer in mind.

How did NE motion change the perception of wheelchairs in India with their product 'Neo' and 'Neo bolt'?

NE motion developed 'Neo' and 'Neo bolt' with user-centric design, focusing on providing adjustable, comfortable, and sturdy mobility solutions for the disabled. 'Neo' is smaller and adjustable, while 'Neo bolt' is a motor-powered clip-on device that converts 'Neo' into a roadworthy vehicle, offering both indoor and outdoor mobility.

What are the consequences of not following the voice of the customer?

Not following the voice of the customer can lead to creating products or services that do not match customer expectations and needs, resulting in products that are not used or services that fail to meet the market demand.

Can you give an example of a product that failed due to ignoring the voice of the customer?

One example is the Nokia phone with a Windows operating system. Despite customer feedback indicating a preference for Android or iOS, Nokia resisted and ignored the feedback, leading to the product's failure.

What are the four stages of the voice of customer process according to the script?

The four stages are: 1) Identifying customer needs, 2) Understanding and prioritizing those needs, 3) Creating meaningful customer experiences, and 4) Anticipating future needs.

How does social listening on social media help in understanding the voice of the customer?

Social listening involves analyzing conversations and trends around a brand or industry, which helps in monitoring brand sentiment, understanding customer needs and wants, and keeping an eye on competitors.

What is the purpose of customer interviews in the context of voice of customer data collection?

Customer interviews are used to ask specific questions and analyze the answers from selected customers, providing detailed insights into customer needs and preferences.

How can focus groups contribute to understanding the voice of the customer?

Focus groups involve a small group of people discussing a specific issue or product feature with a moderator. They help understand ideal prospects, prioritize features during product development, and learn how to communicate with potential customers.

What is the final message of the video on the importance of the voice of the customer for businesses?

The final message emphasizes that listening to and improving products based on customer feedback is crucial for business success. It encourages businesses to adapt to customers' evolving needs and create social enterprises that deliver value to society.