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Advantages And Disadvantages Of Voice Of The Customer

Decent Essays

One of the challenges when discussing Voice of the customer (VOC) is how to translate it from the marketing division to the R&D department in a company. This is because the R&D department may not have direct access, or limited access, to the customers, and even if they did have, would not be the appropriate department to deal with customers. This small paper will not focus on the VOC itself, but instead focus on a successful translation of the VOC to the R&D department.
A successful new product development meets the market demands with a suitable solution. This process includes, among many things, the marketing’s VOC, and the translation of this VOC to the R&D department whose job is to create meaningful and competitive products (SONG AND THEME, …show more content…

This would mean that that the marketing division can better understand the R&D departments view on the customer needs.
Furthermore it can be a good idea to take value of customer’s phrases and have the marketing division transfer these phrases to the R&D department. This makes sure that that company doesn’t fall into its vocabulary, its own habits and its own thought processes, but instead actually listens to what the customer wants and his language (iTS texten).
Zhong, Neeley and Zhao talks in an article about how to properly manage marketing and R&D integration in new product development processes. They say that the higher the quality of the relationship between marketing and R&D is, the higher the quality and quantity of information will be between these two. This means that the quality of relationship between these two departments are of importance. There are factors which contribute to this, such as trying to have a give-and-take relationship where both departments feel they are on an equal and have the confidence to challenge the other team in discussions. Another characteristic was that there was a joint involvement in the early stages of new product

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