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Define Customer Requirements

Voice of the customer (VOC) is a term used in business to describe the in-depth process of capturing a customer's expectations, preferences and aversions. Specifically, the Voice of the Customer is a market
technique that produces a detailed set of customer wants
and needs, organized into a hierarchical structure, and then prioritized in
terms of relative importance and satisfaction with current alternatives. Voice of the Customer studies typically consist of both qualitative and quantitative research steps.

Identify Improvements in Core Processes

Identifying areas for providing process improvement program design and implementation. Assessing the scope and complexity of the problem. Developing ideas to remove root causes. Ensuring that the solutions are achievable, measurable and repeatable for continued success.


The process of comparing one's business processes and performance metrics to industry bests or best practices from other industries. Dimensions typically measured are quality, time and cost. In the process of benchmarking, management identifies the best firms in their industry, or in another industry where similar processes exist, and compare the results and processes of those studied to one's own results and processes. In this way, they learn how well they perform and, more importantly, the business processes that explain why these firms are successful.