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Many people use personal preferences to predict what customers need. This will, of course, lead to internal conflicts and poor results. Instead, it would be advantageous if your organization became fact-driven by performing the following three activities.

  • Listening to the voice of the customer
  • Study the behaviour of the customer
  • Experience the situation of the customer


All three methods are needed as they contribute to complementary information. The chapters give advice and guidelines on how to perform these three activit