...Denisa Sima; Sabina Alina Potra; Adrian Pavel Pugna; Romeo Negrea Purpose When designing new platforms and digital services, the Voice of the Customer (VoC) is critical. It helps design engineers focus on the most relevant functionalities to provide the necessary customer-added value and finally...

...). The voice of the customer is the starting point and the primary data that guides the entire design or redesign process (Hwarng and Teo, 2001). QFD aligns important customer data together with relevant internal technical data, resulting in product and service designs that satisfy customers (Pullman et al...