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The short answer is: Get more stakeholders to buy into the idea that listening to the Voice of the Customer is the right thing to do, and is the most important. If anything, it should be slightly above VOB (Voice of the Business). Good luck!

Tracy O'Rourke

Tracy is a Managing Partner & Executive Advisor at She is also a Lean Six Sigma Green Belt Instructor at University of California San Diego and teaches in San Diego State University’s Lean Enterprise Program. For almost 20 years, she has helped leading organizations like Washington State, Charles Schwab and GE build problem-solving muscles.