CAPTURING THE VOICE OF THE CUSTOMERS FOR PAPER-NOTEBOOK PRODUCT DEVELOPMENT

• Main Author: Annisa Tsamrotul Fuadah, Puteri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41201
• Institution: Institut Teknologi Bandung

In this rapid change and improvement of digital technology, paper-notebook’s demand remains high. To optimize this market opportunity, the researcher wants to discover the customer’s needs regarding paper-notebook. The researcher wants to capture the Voice of the Customer (VOC) in order to be able to run a better product development for paper-notebook since many products failed in the market because the company cannot meet the customer needs. It occurred because the company cannot identify the core customer value that customers seek from the product to get a product specification that meets the needs of the customers. Thus, the company should listen to a complete story of the customer about what do they want and need, and a company should be able to make its customer expressed in their language by capturing the voice of the customer. Hence, the researcher wants to discover the paper-notebook features based on the captured Voice of Customer and process it into a new product design. The researcher conducted mixed-method research to get a better understanding of customer needs. The researcher interviewed ten customers, then processed the captured VOC into several features. The questionnaire survey conducted to discover the customer preference towards paper-notebook’s features. The survey filled by 196 respondents and each respondent ranks the combination of features based on their preference. Furthermore, the result of this questionnaire analyzed using Conjoint Analysis. Based on the result of Conjoint Analysis, customers prefer a hardcover paper-notebook with spiral binding. Moreover, for the paper type, the customers prefer a mixed paper type in one book, and they prefer a striped paper mixed with plain paper. Moreover, for cover design, they prefer a dark-colored cover design with quotes as the cover-design content. Also, customers prefer a strap, divided section (bookmark) and file-holder as the added features. Furthermore, the researcher created the Minimum Viable Product of paper-notebook based on the analysis result. The result of this research can be implemented by a paper-notebook business owner to be able to produce a product that meets customer needs. Moreover, the methodology of this research also can be implemented to other products development.