Utilizing claims, complaints, and company initiatives as voc in a product development using QFD-Kano approach

A lot of efforts have been made by experts to shorten product development lead time, but only a few of them were questioning the customer surveys duration as a component of product development lead time. This paper proposes the use of claims and complaints data, and the company initiatives as an alternative input for product development programs. Data of claims and complaints as well as the company initiatives were processed as source of the voice of customer (VOC) replacing a customer survey. Data processing was performed by utilizing the Affinity Diagram and Tree diagrams. The claims and complaints data and the company initiatives were grouped and arranged to follow the QFD-Kano category and the structure of the product to be developed. A case study was taken at a National Telecommunication Company. The results of the case study show that the VOC from the customer service data are much simpler than those from customer needs survey and are matched to be used as the VOC of the QFD-Kano Approach.