Voice of the Customer Table (VOCT) Tutorial

Use the Kano model and the voice of the customer table (VOCT) at the front end of quality function deployment (QFD). Together, these tools provide the means to listen to and better understand customers making use of your products or services. Thus, you can apply organizational capabilities to these products and services based on spoken and unspoken customer needs.
The pursuit of customer satisfaction is more urgent when competitors catch up and are poised to surpass your company. The design and development time available to deliver newer and more exciting products and services to the market is shrinking, making it more difficult than ever for companies to stay ahead of the competition. QFD gives you an edge, but remember that competitors are using it too.

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