Finding the Voice of the Customer with Jose Briones

One of the toughest challenges of going to a conference is picking which sessions to attend. Usually, there are time slots during the day when there is nothing jumping and other times where you wish you could be in three places at once.

I recently missed hearing Dr. Jose Briones speak and after seeing his presentation, realized I missed out on a good one. Jose’s presentation, My Boss Told Me To Get The Voice of the Customer, Now What?, covered the challenges of gathering customer feedback and introduces a new approach to improve your results.

I was able to catch-up with Jose after the conference and do a quick video interview (apologies, the camera briefly loses focus in the middle of the video):

What really grabbed my attention about Jose’s presentation was that fact that he called out the different approaches one needs to take with a VOC depending on where the product is in the development life-cycle. The gist being that if it is new innovation you need to take a different approach than an update to an existing product.

Really appreciate Jose talking the time to share his thoughts on the topic and look forward to hearing more. The entire presentation is available below and you can find more about Jose online and on Twitter.


Image Credit:  Flickr

8 thoughts on “Finding the Voice of the Customer with Jose Briones

  1. This is a very interesting interview, but I would like to chime in about a couple of commonly misunderstood concepts mentioned in it:n1. Even for radical innovation a VoC could be very valuable as long you don’t limit it to survey format. Survey is a wonderful tool for validation, but a lousy one for discovery. By the time you developed your wonderful questions, you have defined the boundaries of possible answers and you will never learned what you have not asked about. I consider ethnographic research a form of Vo(potential)C or Voice of Future Customers, even though it may not meet academic definition.n2. Apple does a lot of VoC judging by a presence of a large Customer and Market Intelligence organizations. They are just listening to the voices of your customers to learn how to give them a better product that you have. :).

    1. Gregory,nnFirst off, thanks for the comments. Completely agree that ethnographic research is the way to go for discovery. It’s what you do with these insights to make your product that makes the biggest differences. nnThanks,nnJosh

    2. Gregory, sorry if I implied in the interview that VOC was not useful for radical innovation. That is not my position. In the presentation I postulate that the type of VOC is what is important for radical/disruptive innovation, for example observational or Kano analysis, or even using surveys but using open ended questions and surveying 2 or 3 steps down the value chain not the immediate customers.nIn regards to Apple, yes I agree that they do what could be considered VOC, but they use more innovative approaches than simply asking customers what they want. There is a good article in this regard called “Why you cannot innovate like Apple”. It simply reinforces my point that there are many type of VOC activities and it is not that each one is better than the other but that when it is the right time to use them is the critical step.

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