Voices into Choices: Acting on the Voice of the Customer

by Gary Burchill, Gary Burchill

A groundbreaking how-to resource that addresses the gap between having your customers' voices, and being able to translate their voices into tangible results. Readers will learn how to engage in a process of getting to know their customers and learning their point of view so they can responsibly take action based on their customers' preferences, align the organization around the new insight they have acquired, gain buy-in for the resulting initiatives, and make the outcome of the initiative more successful. Voices into Choices captures the right balance between being a step-by-step method and offering the theoretical framework to understanding and using customer voices.

Hardcover

Published July 1, 1997

Reviews

[Sergiy]

No idea why this book gets such high praises, it is very basic.
Basically, it is a mixture out of some project management steps, interview techniques and a few of creative methods.

Shortly:
1. Initiate project : what, why, when, etc.
2. Plan the project and check available data.
3. Collect data: conduct interviews, etc.
4. Analyze data: group statements, select the best one, etc.
5. Generate ideas and solutions, etc.


Don't waste your time on this one, any person with common sense can walk trough these steps spontaneously, without reading that book.

[Claude Vertu]

Any business professional or entrepreneur in any field should immediately put aside ANY other book they may be reading at present and immerse themselves entirely in this book. It's a bible!