Is VOC Killing Innovation? Not Unless You’re Missing the Point

People in the Six Sigma world had been asking “Is VOC (Voice of the Customer) killing innovation?” An iSixSigma blogger laments “VOC Gone Wild.” Product developers are urged to silence the voice of the customer in favor of “new” ways to understand customer needs. VOC seemed to be getting a bad rap, yet there is hard evidence that shows how powerful a tool VOC is. In this article, we examine where all the misunderstanding comes from and clarify VOC’s role in Six Sigma.


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