Voices of Customers (VoC) and Market Research

Market research and voice of customer collection applies in Business to Business (B2B or B-to-B) markets as well as Business to Consumer (B2C or B-to-C) marketplaces.

Traditionally, companies (particularly in B2C markets) have used Primary and Secondary and Qualitative and Quantitative research methods and while these can give a reasonable level of understanding of buying preferences there is often a lack of depth in the understanding required to achieve product and service offering value proposition leadership.

Voices of Customers (VoC) refers to market research into the benefits sought, needs, behaviours, attitudes …… of current and potential customers and the other 'players' in the Value Network. Voices has a wide meaning, covering the explicit or spoken or demonstrated and implicit or 'unspoken' or unaware needs, benefits, expectations, preferences of the various customers in a Value Network, now and very importantly in the future.
Value Network as used here refers to Supply Chain, Demand Chain (Channels/ Routes to Market) and various customers as well as contingents (e.g. regulators, standards bodies, approvals organisations ……..), collaborators (partners) and competition . Leadership comes from understanding the needs of these network 'players' and using this understanding within value propositions.
While there is common agreement that it is a 'good thing' to understand and use input from customers and other participants in a value network there is typically much room for improvement in the practical ways to do this, in terms of:

WHO: Who should we listen to and understand? Types of customers.
WHAT: What makes up 'voices' (spoken, unspoken, thoughts, observations, beliefs, actions)
HOW: To listen , observe, understand, translate and prioritise messages.
HOW MANY: mix and numbers to receive valid messages

Historically, companies engaged in B2C retail markets and manufacturers which develop and supply physical products to consumers or end users have used traditional and VoC methods to assist with product development and product management with varying degrees of implementation success.
In some cases VoC has been restricted to the actual End User or Consumer without taking into account the needs and wishes of other participants in the value network with the result that some value propositions have not been as successful as they could have been.

The VoC Wheel provides a framework for the key steps in Voices of Customers research which helps with planning and implementation and guides the participants in the use of key tools for successful implementation.

For more details of some of the VoC tools which can be used for Business to Consumer (B2C) and Business to End User (B2E) product definition click here

However, companies which are involved in Business to Business User (B2U) and Business to Business (B2B) have been slower to adopt appropriate VoC methods and tools. In their case there is a big opportunity for improvement by adopting methods which are tailored to the specific issues which need to be addressed.

Business to Business User (B2U) and Business to Business (B2B)

While there are similarities with B2C market research and VoC methods there are differences in terms of numbers, time and customer life cycle factors, which can affect the methodology, for example:

Typically B2B and B2U companies have much fewer direct customers. These customers are people within other business organisations

Direct customers can often be intermediary businesses such as distributors or Original Equipment Manufacturers (OEMs) which incorporate your product or service into theirs.

Typically outbound marketing and sales is to other businesses rather than private individuals

Marketing and selling is still to individuals but this time they behave as business people.

Stages of a Customer life cycle are more ambiguous and typically take place over a longer time period

Customer relationships are more complex and depend on context

Distinction between new customers and retained customers may be difficult to define

For some products and service offerings there may no users involved

We have found it helpful to consider different types of customers who may be involved in B2B and B2U VoC research:

End Business 'Technical Buyer'

End Business 'Economic Buyer'

Business User (for B2U situations)

Route to Market 'Technical Buyer'

Route to Market 'Economic Buyer'

End Business Internal Influencer

External Influencer for End Business and Routes to Market

In a particular situation not all of these may be appropriate, however, consideration of these different types helps to define the methods and tools for eliciting needs and requirements.

Another aspect which needs to ne taken into account is whether your company is developing and managing physical products, non-physical products or service offerings in variety of industries such as : Electronics; Telecom's; Software and High Technology; Engineering and Manufacturing; Chemicals; Ceramics and Building products; Financial Services ............

We are experienced in adapting and applying the VoC Wheel methods and tools for a client's specific situation using a variety of implementation programmes and a database of tools.

Implementation programmes

Voices of Customers market research programmes can be of 4 main types:

1. VoC Methods and tools improvement programme.
In this type of programme we can help you tailor and implement best practices, methods and tools best suited to your company, business unit, market, application and industry. We also provide training and skills transfer if required.

2. VoC Market Research programme.
In this type of programme we implement a programme for Customer VoC and possibly competitive analysis and transfer results and recommendations to you. This could be part of a Value Proposition definition or In Market improvement.

3. VoC Market Research programme incorporating methods and tools improvement.
In this type of programme we implement a programme for Customer VoC and possibly competitive analysis; tailor and implement best practices, methods and tools best suited to the research programme and transfer the improved process, methods and tools as well as results and recommendations to you. We also provide training and skills transfer if required.

4. Collaborative VoC Market Research programme incorporating methods and tools improvement.
In this type of programme we lead or support a programme for Customer VoC and possibly competitive analysis which intimately involves your people in doing the work; tailor and implement best practices, methods and tools best suited to the research programme and transfer the improved process, methods and tools as well as results and recommendations to you. We also provide training and skills transfer if required.

These programmes can be used at various stages of the product or market life cycle and adjusted to provide an appropriate mix of research results, client collaboration and process improvement.

Typical VoC Market Research Programme Deliverables and Steps

Each of the main types of programme is tailored to the client's situation, but typically comprises the following deliverables:

Plan for conducting VoC Market Research

Detailed Results from Primary and Secondary VoC Research

Observations and recommendations relating to current Value Propositions

Observations and recommendations relating to potential future Value Propositions

A typical programme comprises:

Definition of VoC Market Research requirements

Definition of Competitive Analysis Research requirements

Agreement of programme deliverables

Tailoring of methods and tools

Understanding of applicable current Value Propositions based on physical and non-physical products and service offerings (as appropriate)

Secondary 'desknet' research for market dimensions (and competitive analysis if appropriate)

Depending on level of client collaboration, briefing and planning sessions.

Facilitated workshops and/or 1:1 and 1:n sessions with client for idea and concept generation.

Primary VoC with an appropriate mix of different types of customers.

Consolidation and analysis

Generation of improved and new Value Propositions

Summary of results and recommendations

Typical VoC Methods and tools improvement programme deliverables
A VoC Methods and tools improvement programme is tailored to the client's situation, but typically comprises the following deliverables:

Improvement Plan

Tailored VoC Wheel

Tailored methods and toolkit

Tailored Software Packages and Templates

Toolkits:
Our approach installs an advanced set of tools to help achieve improvements and results. We assemble these tools into a toolkit for a client's specific situation. Examples of tools include:

Value Network
Value Proposition
Experiential Value Proposition
Gemba Topic Guide
1:1 Interviews - Topic Guide
1:n Interviews - Topic Guide
DeskNet Research - Guide
Secondary external sources ('Desknet' research)
Primary external research with various types of customers
What Analysis
How Analysis
MoSCoW rules
SWOT Chart
Concept Generation and Selection
pQFD

Software Packages and Templates:
Possibilities include:
S1: Market and Product Portfolio Planning
S2: Customer and Competitive Analysis
Market Requirements Definition (MRD) template
Market, Business and Build (MBB) Definition template
Customer, Business and Build (CBB) Definition template

Free Proposal
We can provide a free proposal, including programme outline with costing, to meet your requirements please contact us.

For information click on the links below:

Product Marketing and Management
Product Strategy and Product Portfolio Strategy: framework and tools
Product Definition (PD) and pragmatic Quality Function Deployment (pQFD)
Competitive Analysis and Competitor Analysis
New Product Introduction (NPI) or New Product Development (NPD)
In Life or In Market Management of Current Products
Product Value Proposition and Value Propositions Portfolio
Product Development, Marketing and Management Software Applications
Product Management and Product Manager Training

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