Direct, indirect, internal, external, regulatory, people who think they’re customers because they have authority, and ironically, customers who don’t even know that they’re customers.  Identifying the true customer(s) of a process from amongst an array of possibilities is key to the effective use of this tool for uncovering improvement opportunities.

Join PMI Director Consultant Sean Buckland as he explores this challenge and shares fascinating examples of using Voice of the Customer to reveal what a customer truly values, even when they may not know it themselves.  Don’t miss his explanation of the difference between satisfaction and value, and his radical advice for what to do when you can’t identify the customer of a process.

Want to know more about Voice of the Customer?  Here are more helpful resources:

• On Demand Webinar: Improving Through the Voice of the Customer  
• Video:  Using the Kano Model to Listen to Your Customer 
• Infographic:  Assessing the ‘Value Added’ by the Work We Do  
• Blog:  Link Measures to the Voice of Your Customer  

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