Some companies rely on a handful of internal VOC (voice-of-customer) experts to interview customers. You’ll do far better if you train a critical mass of employees—who routinely interact with customers anyway—to gather customer needs. Keep your VOC experts as coaches and trainers, but implement “VOC for the masses.”
More in executive briefing, Seven Mistakes that Stunt Organic Growth
When you can count on this kind of growth, everything gets better. Employees have stable, rewarding careers… industry-watchers admire your company… investors give you a free reign. And this irritates competitors. You have but one path to this growth: innovation that benefits your customers. How intense is your focus here? Greater than competitors’?
More in white paper, Catch the Innovation Wave (page 2)
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)