House of Quality

From the course by University of Illinois at Urbana-Champaign
Customer Insights: New Product Development Orientation
University of Illinois at Urbana-Champaign
From the lesson
MODULE 3: Identifying the Voice of Your Customer
This module will provide a conceptual overview of the voice of the customer method for identifying customer needs and expectations for a product or service. This module emphasizes the use of active and passive methods of observing customer behaviors.

Meet the Instructors

  • William Qualls
    William Qualls
    Professor Emeritus of Marketing
    Business Administration, Gies College of Business