Blog Category: Customer Needs/Outcomes

Do you use Voice of Customer (VOC)… or Voice of Ourselves (VOO)?

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Companies like to talk about the voice-of-the-customer, but most just listen to themselves as they create “conference room” products. The team gathers internally to decide for the customer what they’ll want in a new product. This team will always lose to the team that immerses itself in the customer experience, and designs a product to improve that experience.

More in 2-minute video at 22. Immerse your team in customer outcomes

What do we KNOW boosts new product success?

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Turns out that understanding market needs makes a big difference. In recent AIM Institute research, nearly 90% of survey respondents claiming a very poor understanding of market needs had new product success rates below 50%. This percentage dropped to less than 10% those for those claiming a good understanding of market needs. So understanding what customers want before you develop your new product is probably a good idea.

More in research report, www.b2bvocskills.com (page 7)