Overview

Most companies collect Voice of the Customer (VOC) information and many do it well.  Tthe biggest challenge, however,  lies in how to use that information and to integrate it into strategic product development decisions.  MRT spoke with Vince Barabba, former General Manager for Strategy and Knowledge Development at General Motors (GM), to understand the drivers and practices behind VOC research at GM from the leadership perspective.  This report contains a practitioner’s first-hand account of the practices, the challenges and the pitfalls of utilizing customer “voice” information in product development illustrated by several brief case examples.
(8 pages)

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