顾客之声研究

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顾客之声研究 发掘顾客需求。

顾客心声研究技术通过组织和优先排序来确定顾客的需求和愿望。该研究基于顾客对其他产品或服务选择的满意程度。

Ideas generated by VOC research can either improve current products or help develop new ones.  As an example, consider air travel and what has been disrupting this industry.  Changes allowed for seat location and legroom, fully reclinable seats, and the allowable number. In addition, the fees for carry-on luggage, meals, and snacks, just to name a few. On the other hand, some carriers now provide wi-fi and limited in-flight entertainment for free. VOC played a role in making changes and determining how to price and promote them to maximize overall profits.

您如何开展“顾客之声”计划？

为了了解客户的需求、偏好、期望以及如何满足这些需求， VOC 研究 通常涉及定性和定量研究步骤。它们通常在任何新产品、流程或服务设计计划开始时进行。这些研究有助于企业更好地了解和反思客户最想要什么。

如果资源允许，请将一些非客户/潜在客户纳入该计划的一部分，因为他们的声音可能会提出额外的要求。

使用定性和定量方法

Qualitative Research methods help to fine-tune or generate lists of ideas or product features and their perceived benefits. They reach larger target audiences via quantitative surveys conducted online, by email, or by telephone surveys. The greater number of individuals reached who participate in the surveys can provide more confidence in making key decisions.

Two commonly used Qualitative Research methods are personal In-Depth Interviews and Focus Groups. Individuals representing the target market may be screened and recruited either for a personal interview or a Focus Group.

深度访谈

一对一访谈（面对面或电话访谈）持续 15 分钟到一个小时。他们可以利用这些时间更详细地探究答案。VOC 计划受益于销售人员、客户服务部门或直接接触客户的其他人员的反馈。

焦点小组

A Focus Group, which typically runs 90 minutes up to 2 hours, allows for interaction and discussion of concepts and their trade-offs amongst participants.

社交媒体研究

社交媒体上随时都会出现关于产品的评论。能够参与讨论、评论、评分和评价是获得客户即时反应的极其有用的方法。

Ideally, companies need a single, organized system that collects and analyzes all Voice of Customer input.

VOC 如何帮助您的公司

Voice of Customer research can help a company to keep up with changing customer needs as well as monitor competitive initiatives that may be a threat.

通过倾听客户和潜在客户的意见，您的公司将更好地准备 行动而不是反应.

Experienced in VOC, SIS International works with and guides designers, engineers, IT, and marketing resources to incorporate and translate the Voice of Customer information into new or improved products.

Suppose your products or services have the highest overall level of desired features and qualities. In that case, your company will have the opportunity to keep existing customers satisfied while growing market share via positive word of mouth and recommendations.

只要你倾听客户的声音，并相应地进行调整和创新，你的公司就会取得成功。