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A video created by Bogdan Deris (deris.bogdan@gmail.com) Have you ever tried to ask for customer feedback and found it difficult to identify relevant questions and structure them in a way that would lead to valuable outputs? Engage customers to provide feedback or interpret the data in a meaningful way and plan your next steps? This can prove to be a difficult task regardless if you are working in sales or simply trying to understand how your work is perceived by colleagues that benefit from it Whever you are running a Lean transformation or you simply want to improve your business by aligning your products and services to market realities you need to answer four simple questions to properly capture voice of the customer: 1. Who will I ask? 2. what will I ask? 3. How will I ask? 4. What will I do with the results? And to take them one by one: Who will I ask? In diagnostic phase the tool to be used to properly identify your customers and the output they are using is called SIPOC. Which