“…Some techniques used to capture the voice of costumer (VOC) are Kano, QFD, Delphi, and Pareto, which various authors maintain are important for categorizing client needs (Zokaei & Hines, 2007;Ahmed & Amagoh, 2010;Huang & Tan, 2007;Boyle & Scherrer-Rathje, 2009;Chi, Kilduff, & Gargeya, 2009). In 400 works which found VOC, few apply the tool correctly from the perspective of adding value to the client (Teehan & Tucker, 2010).…”