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 market success. The present research aims to outline what features the practitioners desire from an innovative problem-solving platform and what are the most appropriate quality tools to be used in a five-step problem-solving process while analyzing the digital VoC for final decision-making. Design/methodology/approach With the help of a Kano questionnaire completed by 34 quality experts from an automotive company situated in the Western part of Romania, the preferred functionalities/characteristics of a problem-solving platform in the customer complaint department are delineated. Findings Based on these results and literature viewpoints, revealing the need for a step-by-step approach accompanied by appropriate tools, two quality tools have been proposed for each step of the problem-solving model. An eye-tracking experiment on 28 respondents from the same target group offered valuable results for choosing one tool over the other. From the two eye tracking metrics selected for analysis, namely duration of average fixation and dwell time of fixations, based on statistical tests, the duration of average fixation has been considered the most relevant, advancing the literature on this topic. Originality/value The article provides a baseline for designing an innovative business-to-business problem-solving platform and a new methodology for linking for the first-time traditional Kano surveys to nonconventional eye-tracking studies to uncover the VoC with high accuracy.
Sima et al. (Thu,) studied this question.