Training Item

Listening to the Voice of the Customer

no rank
Resource Type:Classroom
Training Level:Intermediate
2 hours
Contact Trainer to Schedule

Successful strategic planning requires an understanding of the organizations customers or clients. What services do they need and want? What kind of service delivery is most desireable? How do they measure service? What are their changing needs?
These and other questions can only be answered by listening to the Voice of the Customer (VOC).
Managers attending this course will:

  • Learn the definition of Voice of the Customer and how VOC fits into the strategic planning process cycle.
  • Understand the importance of being an outward-looking organization.
  • Understand the concepts of basic VOC gathering techniques including interviews, surveys, observation and focus groups.
  • Learn how to develop interview and survey questions that are neutral and don't "lead" the customer.
  • Learn tips and traps in VOC gathering and analysis.

Recommended Use

As a module of intermediate training on strategic planning.

Is Fee?Yes
Content Areas:
  • Volunteers
  • Management Development/Succession Planning
  • Board Development
  • Public Relations and Marketing
  • Partnership and Alliances - Development and Nurturing
  • Monitoring of Landscape
  • Advocacy and Public Policy
  • Program Relevance and Integration - Growth and Replication
  • New Program Development - Funding Model
  • Goals, Mission, and Vision - Non-Profit
  • Goals, Mission, and Vision - System-Based
Trainer Information:
Rich Randall
New Level Advisors, LLC
phone: 717.478.1738

Richard Randall is president of New Level Advisors, LLC,  a management consulting firm focused on strategic planning and execution, operational excellence, change management, leadership and team development. Prior to co-founding New Level Advisors in 2006, Richard held a variety of management and executive positions at ITT Corporation, from Director of Engineering to Vice-President and General Manager of a global manufacturing business with plants across the US and Europe. Richard is a graduate of Penn State University and the ITT Strategic Management Program, administered by Ashridge Business School (UK) and The Duke University Fuqua School of Business. In 2012 he recieved his Lean Six Sigma Black Belt certification from Acuity Institute. Richard's leadership and strategy column, The Whiteboard, appears biweekly in the Central Penn Business Journal. He serves on the boards of the Rose Corporation of Reading, the Penn State Alumni Association, the Susan Byrnes Health Education Center and Olivia's House, a grief counseling center for children and families. He is a member of the Penn State York Engineering and Industry Advisory Council, York County Economic Alliance, Cultural Alliance of York and Downtown York, Inc.