As imagined, a VOC can generate an overwhelming amount of information. So how do you manage the data? Tuthill follows up each VOC visit by diving into the collection of data and categorizing the information into logical groups. Once grouped, the team then weights the importance of each area based on the number of blurts that represent it and on observations made during the VOC. This process helps the team identify a prioritized list of positive blurts, what Tuthill is doing right and gaining success with, along with a prioritized list of customer wants, how Tuthill can improve its products or service levels. As more and more VOCs are hosted, the data is compared to identify trends in success factors and areas for improvement and new product development.
Hosting a VOC may sound like a daunting task that consumes much time and effort. It is. But how often do you take a look at market feedback and see only negative comments because a customer was upset enough to take the time to fill out a feedback form? How often do you read the feedback and wish that you could have asked a clarifying question as opposed to assigning meaning? VOCs are a practice that gains Tuthill much insight into its market and truly guides the development of product and service innovations.