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Voice-of-the-Customer Process (VOC)

My modifications preserve the focus of Griffin and Hauser’s hallmark, VOC process.

Griffin and Hauser1 concentrate on “the tasks of identifying, structuring, and providing priorities for customer needs.”

Modifications and their benefits

1 VOC interviews limited to cold-call, phone interviews with potential customers on their needs for the client’s product concept.


No travel expenses or last minute cancellation by desired interviewee.

The customer’s responses are unbiased.

They don’t learn the identity of the client.

2 Interviewers are masters of the art of competitive intelligence (CI) elicitation2



  1. The Voice of Customer Abbie Griffin, John Hauser, Marketing Science Institute Report No. 92-106 (1972)
  2. a.“Elicitation is a technique used to discretely gather information. It is a conversation with a specific purpose: collect information that is not readily available and do so without raising suspicion that specific facts are being sought. It is non-threatening, easy to disguise, and effective”

Federal Bureau of Investigation (FBI) brochure,“Elicitation Techniques”

b. Confidential John Nolan, Harper Business, NY, NY (1999)

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