Process improvement project - Looking at candidates -

By María Albertina Fontana (

voice of the customer


What is the Voice of the Customer (VOC)?

It is a tool whose purpose is to align all the activities of the organization towards satisfying the needs and expectations of customers.

What do you use it for?

It is used to understand the needs of customers. It seeks to improve internal coordination, reduce inefficient processes and, ultimately, increase profitability and customer loyalty.

How is it used?

In general, through quantitative (e.g. assessment surveys ...), qualitative (e.g. suggestions, comments, ...), research techniques and analysis of "moments of truth".

A global and complete vision of VOC could consider the following:

  • An overall customer satisfaction index,

  • The knowledge in regards to the satisfaction of different customer segments,

  • The different attributes of the service and the degree of importance that the customer assigns to them,

  • An analysis of alignment between the actions for improvement proposed internally and the needs of the customer

  • Putting it into practice (get to work!)

It is very practical to apply a kind of "Improvement Cycle" focused on VOC. This allows to analyse, change, adjust and innovate gradually and in a sustained manner towards a level or state of continuous improvement.
Voice of the Customer
  • LISTENING: Identify customer requirements from the information available.

Tools: Market research, Surveys, Open interviews, Brainstorming, Mystery shopper.

  • ASKING: Define the assessment that the client gives to the various attributes of the experience.

Tools: Customer experience, Assessment surveys, Focus group

  • INTERPRETING: Consolidate the results, look for patterns, analyse and design plans

Tools: Benchmarking, 360° Interviews, Empathy Map

  • ACTING: Generate changes in the organization based on customer feedback

Tools: Cycle of Promise, PDCA [Plan, Do, Check, Act], Feedback, Pilot Test

  • MONITORING: Continuously follow trends and audit the program

Tools: DMAIC [Define, Measure, Analyze, Improve, Control], Pareto Chart, Prioritization Matrix

  • DESIGNING: Create the experience model wanted to implement

Tools: Design Thinking, Design of experiences, MVP [Minimum viable product]

CONCLUSIONUsing the VOC, the “Voice of the Customer” aligned to a cycle of improvement will result in benefits for our customers such as:

  • Costs reduction

  • Increased income

  • Improvements in quality and satisfaction

VERY LEAN isn’t it?

As a Lean consultancy, we are passionate about simplicity and Lean is a mindset that we apply in all our areas of activity. Our reward is when we know that we helped you meeting your business objectives, where both management skills and tools play a key role.