Nine Myths About the Voice of the Customer Article

ARTICLE

Nine Myths About the Voice of the Customer
PDMA Visions

More companies use Voice of the Customer (VOC) research today than they did 20 years ago, but frequently it is misunderstood and misapplied. In this article, Gerry Katz clearly defines Voice of the Customer, discusses 9 myths commonly associated with VOC, and explains how to appropriately apply the method.

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Gerry Katz
Gerry Katz

Vice Chairman

gkatz@ams-inc.com(781) 250-6303
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