It may be OK for consumer goods producers to guess their customers’ needs. After all, their product developers are end-consumers themselves. But your B2B customers know so much more than you about their needs. Isn’t it silly to guess their needs, when they’d love to tell you… if you asked the right way?
More in e-book, Reinventing VOC for B2B (page 1)
With apologies to Tolstoy’s Anna Karenina… all great voice-of-customer interviews are alike in the same way: The customer is talking during most of the interview. And they are talking about those outcomes (desired end results) they want to talk about. Anything else is clutter, much of which leads to unhappiness.
More in article, The Missing Objective in B2B VOC (Originally published in B2B Organic Growth Newsletter)