It may be OK for consumer goods producers to guess their customers’ needs. After all, their product developers are end-consumers themselves. But your B2B customers know so much more than you about their needs. Isn’t it silly to guess their needs, when they’d love to tell you… if you asked the right way?
More in e-book, Reinventing VOC for B2B (page 1)
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)
In the 1970’s, Detroit automakers didn’t realize they were in a battle for quality… but Toyota did. Do you know if your company is in a battle for innovation? One way to find out is to wait until a competitor upends your market with a blockbuster. Another is to start building innovation capabilities first.
More in white paper, Catch the Innovation Wave (page 3)
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
Leaping Up the Innovation Ladder: The Six Levels of Customer Engagement—and Why Scaling It Will Boost Your Bottom Line What kind of innovator is your company? A “Conference Roomer”? An “Expert Asker”? Or something else entirely? According to Dan Adams, the most effective (and richest) companies directly engage the customer in their innovation efforts. Cuyahoga ... Read More
The Domino’s Theory: What Your Company Can Learn from the Customer-Driven “Pizza Turnaround” When the pizza giant asked consumers to tell the truth, it ended up back at the proverbial drawing board. (Or should that be cutting board?) New product development guru Dan Adams says there’s a lesson in this story for all of us—and ... Read More
Warren Buffet once observed, “Only when the tide goes out do you discover who’s been swimming naked.” If you’re a business leader worried about your “exposure” in troubled times, consider three tools to put in your economic survival kit. 1. Cut the Waste We’re not talking about reusing paper clips. We’re talking about reinventing the ... Read More