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Voice of the Client: Stakeholders: How to Hear the Voices of the Clients and See Things from their Perspective

By Catherine Alman MacDonagh
September 01, 2021

In prior articles, I've written about the importance of hearing the Voice of the Customer (or Client), also known as VoC. Without it, we risk missing the mark in our strategy, messaging, and positioning, as well as delivery of work, product and service, operations, technology, staffing, and so forth — in short, we potentially miss on everything.

In our process improvement, project management, and innovation work, we start by learning what is value in the eyes of the client. Since processes exist to serve clients (meaning internal AND external clients), this means that we examine every activity from each client's perspective. We also seek to understand what value is clear, what's possibly value added, and what isn't at all clear. All non-value add activities are prime candidates for minimization or outright elimination.

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