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Table 2 Voice of the customer steps

From: Using total quality management approach to improve patient safety by preventing medication error incidences**

Step number Step title Components
1 Develop a customer–Focused business strategy - Assess the business needs.
- Identify customer segments.
2 Listening to the VOC - To obtain useful and valid customer information and feedback:
- Select research methods to gather customer information.
- Probe for complete understanding.
3 Translating voice of the customer (VOC) into critical customer requirements (CCRs). - Organize and verify customer needs data into CCRs.
- Determine CCR priorities.
- Identify CCR measurement and target
4 Developing measures and indicators - Translate the CCRs into output indicators:
- Identify and select output indicators.
- Establish output performance targets.