The AIM Institute > Customer Insights (VOC) > All great VOC interviews are alike; every unhappy interview is unhappy in its own way.

Awkward Reality #2

All great VOC interviews are alike; every unhappy interview is unhappy in its own way.

Dan Adams |
2-Customer-Talking

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)

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