Purpose of the tool
Procedure
Settings
Interpretation guide
Forms of representation
Requirements
Tools
Examples
Terms
Formulas
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Voice of the Customer

  • Purpose of the tool

The Voice of the Customer serves to translate external customer feedback into measurable metrics. It provides justification for the importance of a project, primarily from the customer’s perspective.

If there is no external customer voice, for example in the case of purely internal optimizations, the term “Voice of Business” is used instead.

The goal is to systematically capture customer requirements and derive concrete starting points for improvements from them.

  • Example: Delivery time and material quality

Delivery Time
Delivery time has been identified as a key issue. The current actual value is compared to the customer’s desired target value. Since this is a time-based metric, it is a continuous data type.

  • Customer feedback: “We always receive the material too late.”

  • Core issue: Delivery time

  • CCR: Current: 10 days (+/- 5); Target: < 7 days (+/- 1)

  • Data type: Continuous

Quality / Complaints
The customer complains about the quality of the material. This is measured by the number of complaints per month. Since these are countable values, the data type is discrete.

  • Customer feedback: “The quality of the material is poor.”

  • Core issue: Complaints

  • CCR: Current: 10 / month; Target: < 2 / month

  • Data type: Discrete

  • Procedure

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Preliminary Work

  1. Data collection: Direct customer feedback is gathered through on-site interviews
  2. Measurability: The statements are translated into measurable parameters such as time or frequency
  3. Goal definition: For each requirement, a current and desired target value is defined from the customer’s perspective

Use in AlphadiTab

  1. In the Define phase, select the “Voice of Customer” tool.

  2. Specify the number of rows and the desired data types.

  3. Generate the worksheet by clicking “Create Worksheet.”

  4. Enter the Voice of Customer and Critical Requirement (CCR).

Interpretation

  1. Are measures or projects required to achieve the target values?

  • Requirements

  • Direct contact with customers or access to unfiltered customer feedback. Alternatively, gather customer feedback from customer service representatives or the sales team.
  • Clear distinction between Voice of Customer (external) and Voice of Business (internal)

  • Terms

Voice of the Customer (VOC)
External customer requirements made measurable

Voice of the Business (VOB)
Internal company requirements derived from key performance indicators (KPIs)

Critical Customer Requirements
Current KPIs related to measurable core requirements

Continuous data
Measurable values such as time, duration, or length

Discrete data
Countable values such as the number of errors or complaints