{"id":11284,"date":"2014-11-05T01:49:18","date_gmt":"2014-11-05T01:49:18","guid":{"rendered":"https:\/\/www.sisinternational.com\/upgrade\/?page_id=11284"},"modified":"2025-09-12T19:30:06","modified_gmt":"2025-09-12T23:30:06","slug":"%e9%a1%be%e5%ae%a2%e7%9a%84%e5%a3%b0%e9%9f%b3","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/zh\/solutions\/branding-and-customer-research-solutions\/voice-of-the-customer\/","title":{"rendered":"\u987e\u5ba2\u4e4b\u58f0\u7814\u7a76"},"content":{"rendered":"

\u987e\u5ba2\u4e4b\u58f0\u7814\u7a76<\/h1>\n\n\n\n
\"SIS<\/figure>\n\n\n\n

<\/p>\n\n\n\n

\n\n\n\n

\u987e\u5ba2\u4e4b\u58f0\u7814\u7a76<\/span> \u53d1\u6398\u987e\u5ba2\u9700\u6c42\u3002<\/h2>\n\n\n\n

\u987e\u5ba2\u5fc3\u58f0\u7814\u7a76\u6280\u672f\u901a\u8fc7\u7ec4\u7ec7\u548c\u4f18\u5148\u6392\u5e8f\u6765\u786e\u5b9a\u987e\u5ba2\u7684\u9700\u6c42\u548c\u613f\u671b\u3002\u8be5\u7814\u7a76\u57fa\u4e8e\u987e\u5ba2\u5bf9\u5176\u4ed6\u4ea7\u54c1\u6216\u670d\u52a1\u9009\u62e9\u7684\u6ee1\u610f\u7a0b\u5ea6\u3002<\/p>\n\n\n\n

Ideas generated by VOC research can either improve current products or help develop new ones.\u00a0 As an example, consider air travel and what has been disrupting this industry.\u00a0 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.<\/p>\n\n\n\n

\u60a8\u5982\u4f55\u5f00\u5c55\u201c\u987e\u5ba2\u4e4b\u58f0\u201d\u8ba1\u5212\uff1f<\/h2>\n\n\n\n

\u4e3a\u4e86\u4e86\u89e3\u5ba2\u6237\u7684\u9700\u6c42\u3001\u504f\u597d\u3001\u671f\u671b\u4ee5\u53ca\u5982\u4f55\u6ee1\u8db3\u8fd9\u4e9b\u9700\u6c42\uff0c VOC \u7814\u7a76<\/a> \u901a\u5e38\u6d89\u53ca\u5b9a\u6027\u548c\u5b9a\u91cf\u7814\u7a76\u6b65\u9aa4\u3002\u5b83\u4eec\u901a\u5e38\u5728\u4efb\u4f55\u65b0\u4ea7\u54c1\u3001\u6d41\u7a0b\u6216\u670d\u52a1\u8bbe\u8ba1\u8ba1\u5212\u5f00\u59cb\u65f6\u8fdb\u884c\u3002\u8fd9\u4e9b\u7814\u7a76\u6709\u52a9\u4e8e\u4f01\u4e1a\u66f4\u597d\u5730\u4e86\u89e3\u548c\u53cd\u601d\u5ba2\u6237\u6700\u60f3\u8981\u4ec0\u4e48\u3002<\/p>\n\n\n\n

\u5982\u679c\u8d44\u6e90\u5141\u8bb8\uff0c\u8bf7\u5c06\u4e00\u4e9b\u975e\u5ba2\u6237\/\u6f5c\u5728\u5ba2\u6237\u7eb3\u5165\u8be5\u8ba1\u5212\u7684\u4e00\u90e8\u5206\uff0c\u56e0\u4e3a\u4ed6\u4eec\u7684\u58f0\u97f3\u53ef\u80fd\u4f1a\u63d0\u51fa\u989d\u5916\u7684\u8981\u6c42\u3002<\/p>\n\n\n\n

\u4f7f\u7528\u5b9a\u6027\u548c\u5b9a\u91cf\u65b9\u6cd5<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

\u4e24\u79cd\u5e38\u7528\u7684\u5b9a\u6027\u7814\u7a76\u65b9\u6cd5\u662f\u4e2a\u4eba\u6df1\u5ea6\u8bbf\u8c08\u548c\u7126\u70b9\u5c0f\u7ec4\u3002\u53ef\u4ee5\u7b5b\u9009\u548c\u62db\u52df\u4ee3\u8868\u76ee\u6807\u5e02\u573a\u7684\u4e2a\u4eba\uff0c\u8fdb\u884c\u4e2a\u4eba\u8bbf\u8c08\u6216\u7126\u70b9\u5c0f\u7ec4\u3002<\/p>\n\n\n\n

\u6df1\u5ea6\u8bbf\u8c08<\/strong><\/p>\n\n\n\n

\u4e00\u5bf9\u4e00\u8bbf\u8c08\uff08\u9762\u5bf9\u9762\u6216\u7535\u8bdd\u8bbf\u8c08\uff09\u6301\u7eed 15 \u5206\u949f\u5230\u4e00\u4e2a\u5c0f\u65f6\u3002\u4ed6\u4eec\u53ef\u4ee5\u5229\u7528\u8fd9\u4e9b\u65f6\u95f4\u66f4\u8be6\u7ec6\u5730\u63a2\u7a76\u7b54\u6848\u3002VOC \u8ba1\u5212\u53d7\u76ca\u4e8e\u9500\u552e\u4eba\u5458\u3001\u5ba2\u6237\u670d\u52a1\u90e8\u95e8\u6216\u76f4\u63a5\u63a5\u89e6\u5ba2\u6237\u7684\u5176\u4ed6\u4eba\u5458\u7684\u53cd\u9988\u3002<\/p>\n\n\n\n

\u7126\u70b9\u5c0f\u7ec4<\/strong><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

\u793e\u4ea4\u5a92\u4f53\u7814\u7a76<\/strong><\/p>\n\n\n\n

\u793e\u4ea4\u5a92\u4f53\u4e0a\u968f\u65f6\u90fd\u4f1a\u51fa\u73b0\u5173\u4e8e\u4ea7\u54c1\u7684\u8bc4\u8bba\u3002\u80fd\u591f\u53c2\u4e0e\u8ba8\u8bba\u3001\u8bc4\u8bba\u3001\u8bc4\u5206\u548c\u8bc4\u4ef7\u662f\u83b7\u5f97\u5ba2\u6237\u5373\u65f6\u53cd\u5e94\u7684\u6781\u5176\u6709\u7528\u7684\u65b9\u6cd5\u3002<\/p>\n\n\n\n

Ideally, companies need a single, organized system that collects and analyzes all Voice of Customer input.<\/p>\n\n\n\n

VOC \u5982\u4f55\u5e2e\u52a9\u60a8\u7684\u516c\u53f8<\/h2>\n\n\n\n

\u987e\u5ba2\u4e4b\u58f0\u7814\u7a76\u53ef\u4ee5\u5e2e\u52a9\u516c\u53f8\u8ddf\u4e0a\u4e0d\u65ad\u53d8\u5316\u7684\u5ba2\u6237\u9700\u6c42\u4ee5\u53ca\u76d1\u63a7\u53ef\u80fd\u6784\u6210\u5a01\u80c1\u7684\u7ade\u4e89\u4e3e\u63aa\u3002<\/p>\n\n\n\n

\u901a\u8fc7\u503e\u542c\u5ba2\u6237\u548c\u6f5c\u5728\u5ba2\u6237\u7684\u610f\u89c1\uff0c\u60a8\u7684\u516c\u53f8\u5c06\u66f4\u597d\u5730\u51c6\u5907 \u884c\u52a8\u800c\u4e0d\u662f\u53cd\u5e94<\/span>.<\/p>\n\n\n\n

SIS International \u5728 VOC \u65b9\u9762\u7ecf\u9a8c\u4e30\u5bcc\uff0c\u4e0e\u8bbe\u8ba1\u5e08\u3001\u5de5\u7a0b\u5e08\u3001IT \u548c\u8425\u9500\u8d44\u6e90\u5408\u4f5c\u5e76\u6307\u5bfc\u4ed6\u4eec\u5c06\u5ba2\u6237\u4e4b\u58f0\u4fe1\u606f\u6574\u5408\u5e76\u8f6c\u5316\u4e3a\u65b0\u4ea7\u54c1\u6216\u6539\u8fdb\u4ea7\u54c1\u3002<\/p>\n\n\n\n

\u5047\u8bbe\u60a8\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u5177\u6709\u6700\u9ad8\u6c34\u5e73\u7684\u671f\u671b\u529f\u80fd\u548c\u54c1\u8d28\u3002\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\uff0c\u60a8\u7684\u516c\u53f8\u5c06\u6709\u673a\u4f1a\u8ba9\u73b0\u6709\u5ba2\u6237\u6ee1\u610f\uff0c\u540c\u65f6\u901a\u8fc7\u79ef\u6781\u7684\u53e3\u7891\u548c\u63a8\u8350\u589e\u52a0\u5e02\u573a\u4efd\u989d\u3002<\/p>\n\n\n\n

\u53ea\u8981\u4f60\u503e\u542c\u5ba2\u6237\u7684\u58f0\u97f3\uff0c\u5e76\u76f8\u5e94\u5730\u8fdb\u884c\u8c03\u6574\u548c\u521b\u65b0\uff0c\u4f60\u7684\u516c\u53f8\u5c31\u4f1a\u53d6\u5f97\u6210\u529f\u3002<\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

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