Gartner Information Technology Research

General Manager Insight: Bringing the Voice of the Customer Into the Product Vision and Strategy

Published: 03 March 2020

ID: G00465790

Analyst(s): Mark McDonald


Technology general managers seek to incorporate the voice of the customer in product designs and plans. Customers rarely speak in a single voice, requiring general managers’ and their teams to employ a range of strategies and tools.

Table Of Contents
  • Key Challenges



  • Manage the Unique Role and Limitations of Customer Voices
  • Employ a Range of VoC Techniques
  • Create VoC Insights Using a Customer Voice Table
  • Apply the Kano Model to Expand Your Focus Beyond Stated Needs
  • Integrate the VoC Into Portfolio Vision and Strategy Processes
  • Conclusion

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