Awkward Reality #31

Voice of the Customer Data should be Unfiltered

We all hear what we want to hear. So we should require unfiltered, quantitative Voice of the Customer data.

After presenting conclusions from months of Voice of the Customer research, a marketer’s boss said, “No… I think customers want this instead.” A terrible reaction, but why did it happen? The marketer had no hard data—just quotes, impressions and anecdotes. You’ll be more believable, confident and correct—with unfiltered, quantitative VoC data.

More in article, 5 Growth Risks You Can Stop Taking (Originally published in B2B Organic Growth Newsletter).