Hearing Voices: How Businesses Listen to the Customer Research Report

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Customer centricity is a key aspect of any successful business and certainly a key point in a Six Sigma initiative. Finding out what customers want and getting feedback from them are crucial. Companies must listen to their customers' voices in order to meet their customers' needs. But what voices are companies listening to, and how are they using the data they ‘hear’? Results of an iSixSigma survey suggest that while the voice of the customer (VOC) is commonplace within the Six Sigma community, integrating VOC in a business poses significant challenges – challenges that perhaps hinder making the best use of VOC.