skills/writing-strategy/references/voice_of_customer_empathy_proposal.md

# Voice of Customer → Empathy → Proposal / 고객의 말 → 공감 → 제안

- English name: Voice of Customer → Empathy → Proposal
- Korean name: 고객의 말 → 공감 → 제안
- Selection category: field
- Use when: Use when customer words should lead to empathy and a practical proposal.
- Avoid when: Avoid when customer quotes are unavailable or too generic.

## Writing Pattern

**Keep the section count fixed and follow this three-step structure**

1. Voice of Customer
   - Quote 1–2 sentences verbatim with quotation marks.
   - Note the speaker/organization/date/channel and add brief context.
   - Attach the core pain, constraint, or goal/KPI using figures or facts.
2. Empathy
   - Mirror the customer’s language to restate the problem neutrally.
   - Structure root-cause hypotheses and impacts (time, cost, quality, risk).
   - Summarize agreed success criteria—decision standards, must-haves, constraints.
3. Proposal
   - Present solutions mapped 1:1 to the needs surfaced in Voice of Customer and Empathy.
   - Specify scope, deliverables, timeline, expected impact, and risks with mitigations.
   - Include options (e.g., Option A/B) or a pilot-to-rollout roadmap to raise credibility.

## Example Writing Outline

1. **Voice of Customer — "It takes 2–3 days to finish proposals"**: Sales team (Manager Kim, interview on 2025-09-30). Average proposal lead time 2.4 days, two internal reviews, 18% deadline miss rate causing lost opportunities. (Voice of Customer)
2. **Empathy — Reframing the issue and success criteria**: Dual bottlenecks in message structuring and design standardization. Success criteria: proposal lead time under 24 hours, 100% brand guideline compliance, win rate +15pp. (Empathy)
3. **Proposal — Hybrid operating plan and KPIs**: Lock core messaging within 1 hour using the workflow's Story Builder + adopt the proposed writing workflow outline package. Run a 2-week pilot, scale in 4 weeks. Expected impact: production time -60%, win rate +15pp, rework -30%. (Proposal)

## Writing Notes

- Always include the verbatim quote with context (speaker/date/channel) and avoid exaggeration or embellishment.
- In the Empathy step, resist jumping to solutions; align problem, root causes, impacts, and success criteria in the customer's language.
- Ensure each proposal element maps directly to a need raised earlier, and anchor scope/timeline/impact in measurable indicators.
- Avoid product-centric messaging; offer customer-fit options and finish with a clear next action (e.g., confirm a 2-week pilot, share three sample outlines).