Capturing the Voice of the Customer for Paper-notebook Product Development

Paper-notebook is one of the crucial school equipment and always needed. A study also found out that despite the widespread use of information and communication technology (ICT), there is a significant number of students who prefer to use a paper-based resource for writing and reading. The use of paper-notebook products also affected by the youngsters (productive age), and it estimated that 65% of the total population in Indonesia is in a productive period. Indonesia’s demand for paper-notebook also keeps developing. To optimize the market opportunity regarding paper-notebook product, the innovation of product that matches the needs of the local and potential markets is crucial. The understanding and fulfillment of customers' needs are one of the drivers for better business results; a project with high-quality marketing actions, which includes capturing the Voice of the Customer (VOC), double the success rates and have 70% higher market shares than those projects with an inadequate approach. Hence, this researcher aimed to identify customer needs regarding paper-notebook by capturing the Voice of the Customer then process it into a paper-notebook design based on customer preference.