I’m leaning towards "what should be" too. It aligns with the idea of setting goals based on customer feedback, but I wish I had reviewed more examples.
I remember practicing a question like this, and I think it was about identifying gaps. "What isn't" doesn't seem right, but I can't recall the exact phrasing.
Okay, let's see. Creating stand-out products and brands, and focusing on a niche market - those seem like the obvious choices here. I'm pretty confident those are recognized competitive strategies.
This one seems pretty straightforward. I think the answer is C - prioritizing and creating business cases for improvement initiatives. That's a key part of the continual improvement process.
I bet the person who wrote this question is just as confused as we are about what the Voice of the Customer is all about. Maybe they should have just asked, 'What do our customers want?' Boom, problem solved!
Option D is the way to go. Anything else and you're just ignoring what the customer actually wants. Unless, of course, you're a mind reader. In that case, feel free to go with 'What isn't'.
Hmm, 'What will make money' sounds tempting, but that's not really the point of the Voice of the Customer. Unless, of course, the customer's dream is to make you rich. Hey, a guy can dream, right?
I was about to choose 'What will cost less', but then I remembered that the Voice of the Customer is about understanding their needs, not just cutting costs. Gotta keep the customer in mind!
Option D, 'What should be', is the correct answer. We're trying to identify the gaps between the current state and the desired state as expressed by the customer.
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