Nowadays most companies are facing a great pressure caused by shorter product life cycle and wider product variety in the global market. To identify customer needs has become a crucial factor in any product development in this circumstance. It is an imperative to create a high-quality information channel that runs directly between customers in the target market and the product developers [24], who have to listen to the customer voice so that they can create customer centric values and thus meet the market competition. Close collaboration with customers is recognized as a primary goal even in many manufacturing industries
