In a highly competitive world of rapid technological development, companies that merely respond and provide customers' basic need cannot ultimately survive. It is simply not enough just to meet the basic requirements of customers, but one has to further anticipate and be able to create products and service that could give positive impression and delight. All these must be done in the most rapid and effective manner possible. In this context, Time Based Competition(TBC) is of crucial aspect in today's business environment.
Currently Voice of Customer(VOC) is used primarily for resolving customer complaints, and is seldom analyzed for comprehensive research. However the most important and original goal of VOC is to prevent potential problems that might arise. This proactive aspect has been relatively neglected and ignored.
Analyzing VOC is important due to its role as an enabler of TBC. VOC analysis could be used to determine customers' desires with more sensitivity. Once customers' needs are known, it is possible to carry out appropriate strategies at a corporate level.
This paper suggests a new systematic approach of VOC analysis, coupled with data mining tools such as SOM and C4.5 which help carrying out improved TBC strategies. Unlike previous practice, FTA and FMEA are provided and accommodated in an integrated manner.
