Insights need to be backed up with data – otherwise, it is just opinions. Mining the data is an essential part of becoming a fact-based and fact-driven organization. Create confidence in the new findings and insights gained from the Voice of the Customer program.

We strive for accuracy and confidence in the data but know that we can never fully and to the last decimal capture customer needs and resource concerns, as we are working with fuzzy information and human perceptions. The chapter discusses the following recommended activities to be performed with the data collected from the card deck dialogues with the customers:

  • Check the data for bias
  • Make the SWOT analysis
  • Ensure data confidence
  • Analyze customer segments
  • Study customer profiling data
  • Drill down in the data
  • Break internal paradigms


A total of 49 infographics in PDF-format.

Step 7 Mine the data

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