If you don’t know for sure what your customers are looking for from your organization, chances are you’re not giving it to them. You are probably wasting money and maybe even putting your very survival at risk.

This podcast tells you how to obtain the “Voice of the Customer,” or VOC. It walks you step-by-step through a process of building a model of customer requirements using the Critical Incident Technique. A model of customer requirements is the starting point for Six Sigma. 12:11.

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