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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 activities in a structured and professional way.  Based on these three activities, value stories can be formulated using the predefined syntax. The magic is in the details. The correct formulation of value stories is the key to get outstanding insights from your VoC program.


A total of 126 infographics in PDF-format.

Step 2 Explore value

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