Why Advanced Voice of Customer Matters

17 Voice of Ourselves

Far too many B2B customers are still using “Voice of Ourselves” for product development. Diagnose your VOO vs. VOC behavior in 10 areas: 1) interview scope, 2) interview objective, 3) types of questions, 4) note-taking, 5) interview skills, 6) observation skills, 7) companies interviewed, 8) deliverables, 9) engagement timeframe, and 10) interviewing staff. ... Read More

9 Best Practices for Recruiting Customers

9 Best Practices for Recruiting Customers

Consider these best practices for recruiting customers for interviews: 1) Value representativeness over sample size. 2) Include respondents along the value chain. 3) Recruit some respondents with internal resources. 4) Use outside recruiting if you get stuck. 5) Get the sales team on board. 6) Use a script for recruiting calls. 7) Email an agenda. 8) Send respondent to www.haveyoubeendiscovered.com. 9) Start with a big list. ... Read More

Why will future companies laugh at us?

Why will future companies laugh at us

Today's innovation methods will look outdated in the future, with these 6 “awkward realities”: 1) We test market needs by launching products at customers. 2) We don’t understand what organic growth requires of us. 3) We misunderstand the proper role of stage-and-gate processes. 4) We interview customers to “validate” our hypothesis. 5) We fail to fully engage customers in our innovation. 6) We are easily distracted from customer-facing innovation. ... Read More

The Missing Objective in B2B Voice of Customer

10-Pricing-Window

Your “second objective” after customer insight should be customer engagement. These 9 approaches help: 1) Kill the questionnaire, 2) let customers lead, 3) discuss their “job-to-be-done,” 4) project your notes, 5) focus on customer outcomes, 6) probe… deeply, 7) don’t sell or solve, 8) get quantitative, and 9) use triggers. ... Read More

3 Problems with Innovation Metrics

14 Success Metrics

Everyone wants to use metrics to monitor their innovation. That's fine… but unless you’re using “intermediate” metrics, you could be missing 3 qualities of a good metric: 1) predictive, 2) insightful, and 3) actionable. Consider these 12 intermediate metrics for your business. ... Read More

Pricing New vs. Existing Products

Pricing New vs. Existing Products2

It's much easier to gather the data you need for pricing a new product, because customers want you to understand enough to deliver value to them. Unlike B2C, B2B providers should try to understand customers’ pricing decision-making instead of asking for pricing decisions (via surveys). ... Read More

The Power of Customer Tours

In the early 1980s, Eugene Goodson was the head of Johnson Controls’ automotive seating group, when a Japanese competitor requested a plant tour. The Japanese visitors spent less than one hour in the plant and took no notes. Harmless, right? Years later Goodson and his team were able to read the tour report and were ... Read More