Adapting the GPT engine for proactive customer insight extraction in product development

Abstract

Understanding the perceptions of consumers is widely recognized as a critical element in the innovation of new products. Traditional techniques used by companies to collect essential consumer insights have largely remained unchanged. Common practices like interviews and surveys have distinct limitations. Interviews may not always capture the precise needs of consumers due to communication barriers, and surveys tend to encourage incremental changes rather than radical innovations. Service industries face further complexity as they navigate customer feedback on the more intangible aspects of service quality. This study highlights the pioneering use of GPT-3.5 Turbo, a tool known for its exceptional ability to delve into the nuances of conversational context and process data in a chat-centric manner, thereby enhancing the extraction of Voice of the Customer (VoC). Its capability to handle large volumes of data in multiple languages leads to a more thorough and inclusive VoC analysis. The study links these technological advancements with Lean Six Sigma 4.0, suggesting that incorporating GPT-3.5 Turbo could significantly improve the customer-focused strategies in the current industrial landscape. This breakthrough in VoC analysis suggests possibilities for more perceptive, immediate data-driven approaches in customer service, and lays a stronger groundwork for decisions in product evolution and process enhancement. The paper concludes by urging further investigation to confirm these initial results and to explore the ethical aspects of employing such advanced natural language processing technologies.