Voice of the Customer through Customer Cocreation: the Case of Fuji Xerox Japan

Nowadays, many companies collect Voice of the Customer (VOC) in order to understand more about customers and the way they think about the companies or products/services. Many collection methods are being used to capture those valuable resources. This paper introduces “VOC 3.0”, a new Voice of the Customer (VOC) collection method through customer co-creation. This new method is aiming to create value with customers through co-creation activities and exploit knowledge residing both in customers and company. This study identifies the differences of VOC 3.0 from other traditional VOC collection methods. We also propose a theoretical framework for VOC 3.0 and introduce the case of Fuji Xerox’s Customer Co-creation laboratory’s open laboratory as an example of a successful company with VOC 3.0. From this case study, key activities of the collection method are listed by using Process-Workplace-Tool framework. Findings in this study also show the examples of process, workplace and tool that might be key activities in VOC 3.0.