The customer’s role in an organization is rapidly expanding. The topperforming businesses listen well to what their customers are saying, and use that feedback to better inform their messaging, brands and product improvements.
Whether using surveys and online review sites, a call center and online chat platform, social media or other communication channels, the collective “Voice of the Customer” (VOC) holds the key to pushing forward informed and innovative business decisions.
In the digital age, creating meaningful design requires us to understand people who are different, anticipate what they will want to do, and provide them with the tools they need, exactly when they need them. But how can we do that? We are not saints, gods, or clairvoyants. We can only understand others through research, and that is the subject of this shiny little book.
How is this book different from others? In a perfect world, research budgets are sufficient, ample research time is provided in advance of project definition, and accuracy is assured through shared models and processes. In that perfect world, clients value research. They reward designers who ask difficult questions, and prioritize user needs over marketing directives, internal politics, or personal peccadillos.