A Digital Transformation for Voice of the Customer (VoC)

Fuji Xerox launched a digital transformation project to modernize voice of the customer and raised their Net Promoter Score from -4 to +35.

In the late 2000’s, Fuji Xerox changed its strategy from “Make & Sell” to “Sense & Respond.” The company wanted to be more agile and responsive to changing customer needs, instead of relying on long product development lifecycles and the hope that a market would be in place when a product was released. They decided to overhaul their Voice of the Customer (VoC) program for Industry 4.0. (Sachamanorom & Senoo, 2016) In the process, Fuji identified customer needs according to the three levels and provided labels (VoC 1.0, 2.0 and 3.0) to describe the increase in maturity as new varieties of data were added:

  • Stated needs = knowledge from customer (VoC 1.0)
  • Implied needs = knowledge about customer (VoC 2.0)
  • Hidden needs = knowledge discovered through interactions
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