Voice of the Customer

Customers want products to be more reliable, more accurate, and less expensive. I need to know what those things mean to my customers so I can design the solution.
Manager, Industrial Products Company

If you ask customers what they need in a new product, you will hear generalities: “faster,” “cheaper,” “better,” or features your competitors already offer. But that’s not actionable insight, and these answers don’t lead to successful innovation. Successful products and services begin with a complete and detailed understanding of customer needs. Attaining actionable insights—new information that drives design decisions—requires a more rigorous approach. Our proven Voice of the Customer methods help you understand what your customers need, with the clarity, comprehensiveness and depth you require to make critical design decisions.

The AMS Difference

At AMS we know that real insight comes from examining customer experiences and understanding customers to develop a keen sense of empathy. We observe, we inquire and we measure. What are customers trying to do? How do they solve those problems today? What are their frustrations or pain points? What is their experience working with your company or with your competitors? We answer these questions through systematic research methods, including:

  • In-depth interviews, using storytelling and projective techniques to explore customer experiences
  • Ethnographic research, observing customers—live or using mobile technology—using products and services
  • Customer journey mapping, examining customer experiences across all touchpoints
  • Thorough analyses of interview transcripts, photos and video, for a complete understanding of customer requirements
  • Voice of the Customer surveys, to conduct customer needs analysis to identify gaps in the market

The End Result

We deliver insights from our Voice of the Customer process in compelling presentations that not only tell you the story of customer needs assessment, but also guide you on what to do about it. We tell you what matters most to your customers and what matters least, so you can prioritize your team’s limited resources to design solutions that win in the marketplace.

For nearly thirty years, product and service developers have relied on us to answer the first and most important question in all innovation: What do customers need? Whether you are working on incremental enhancements to your customer experience design, designing a breakthrough new product or creating a disruptive business model, our Voice of the Customer process can help you find insights nobody else has, reducing your risk of failure and saving you time and money.

Develop innovations that will succeed with the Voice of the Customer. Connect with Us to Learn How

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