B2B companies should have two VOC objectives, while B2C companies have but one. B2B companies should have two VOC objectives, while B2C companies have but one.
The AIM Institute > Awkward Realities > B2B companies should have two VOC objectives, while B2C companies have but one.

Awkward Reality #456

B2B companies should have two VOC objectives, while B2C companies have but one.

Dan Adams |
456-Engaging-Customers

B2C companies seek to understand customer needs. B2B companies should do this and engage customers, priming them to buy later. If you interview ten customers that represent 20% or 50% of the market segment’s buying power, wouldn’t it be an incredible waste if you failed to engage these companies… so they wanted to work with you?

More in 2-minute video at 29. Engage your B2B customers

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