This book presents a step-by-step template for integrating VOC into the fuzzy front end of the commercialization process. It demonstrates how product development teams can get an early focus and stay on course during the commercialization process, and it provides a set of breakthrough tools that may be used to obtain and deploy VOC. The most comprehensive VOC guide available, Acquiring, Processing, and Deploying Voice of the Customer provides the techniques required to shape a product or service so that their elements balance customer and company needs while being affordable to both. It describes qualitative and quantitative processes integrated into a system to determine the customer's wants and how to meet them.

The World of VOC. Company and Customer Focus. Collecting VOC. Interpretation and Translation of VOC. Structuring Customer Data. Quantifying Structured VOC. VOC Integration. Deploying VOC. Tracking VOC into the Future. The VOC System-A Seasoned Perspective. Appendices.