Closing gap between new development and voice of customer

Abstract

This paper defines a methodical and systematic framework that can be used by organizations seeking how to identify new products and markets and create customer value. In order to use a systematics tool and a robust method, Six Sigma’s DMAIC methodology is applied. Previous research has contemplated it within manufacturing industries, but this research tries to explore within a business context, where little investigation is found. In order to conduct the investigation, a company-based study is followed, and two research paradigms are explored: Positivism and Interpretivism. The research begins with the exploration of New Service Development (NSD) processes, followed by the collection of the Voice of the Customer (VOC), then the linkage between internal activities and customer requirements are compared.