Voice of the Customer (VOC) is a well-known Six Sigma concept. In a similar vein, lean emphasizes understanding how the customer defines value.
In Listening to the Voice of the Market: How to Increase Market Share and Satisfy Current Customer, Eric Reidenbach expands VOC to focus not only on your own customers, but the entire market. He contends that this expanded view of the marketplace increases your company’s strengths and empowers Six Sigma and lean initiatives.
The book is divided into three sections: Defining the VOM, How to Listen, and How to Use the VOM.
Reidenbach, who holds a Ph.D. in marketing, is principal and founding partner of Market Value Solutions. He has extensive consulting experience, and is the author or co-author of 18 books on marketing research, marketing management, and marketing.
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