Closing gap between new development and voice of customer

In the quest to increase customer satisfaction, this paper seeks to understand whether the structure of internal processes is the most suitable for channelling customer requirements. In order to use a systematics tool and a robust method, Six Sigma’s DMAIC methodology is applied. Previous research has contemplated Six Sigma methodologies within manufacturing industries focus on reducing defects and cutting costs, but this research tries to explore within a business context, where little research is found. In order to conduct the research a company-based study is followed, and two research paradigms are explored: Positivism and Interpretivism. The scientific research begins with the exploration of New Service Development (NSD) processes, followed by the collection of the Voice of the Customer (VOC) where thirteen criteria essential for purchasing are identified, making it possible to compare the linkage between internal activities and customer requirements. Significant contributions are presented since the research provides a methodical and systematic framework that can be used by organizations seeking how to grow their market share by identifying products and markets and creating customer value.  Â