This webinar will show participants how to conduct Voice of the Customer studies that will extend the impact of Marketing into targeted process improvements in order to deliver superior value to your most important customers.  Traditional deployments of process improvement tools (Lean, Six Sigma, and others) have relied on the Voice of the Business to reduce defects and costs.  Shifting that focus to an emphasis on market share and top-line revenues will require marketers to take a more active role in identifying and prioritizing process improvement initiatives.