Voice of the Customer - Part 2

In part 1 of Voice of the Customer we looked at how responding to a need far up the change of requirement, can lead to the wrong solution being proposed. In this model, we expand that picture with the problems that led to the client stated needs, and the solutions that emerge from the unstated requirements. You can see that, reading across from left (problems) to right (solutions), is consistent with the way the voice of the customer conversation could develop. We wonder which consultants, working with their client, could make the conceptual leap from "I need a drill" to "Here are recruitment services"? Everyone has something to sell. Knowing how to position the idea or solution in the chain of stated and unstated needs and wants, is the clue to uncovering the voice of the customer.