It wouldn’t be hard to do. It often takes 2 or 3 decades for industry to broadly adopt new practices. This has been true for statistical process control, lean manufacturing, Six Sigma, Stage-Gate®, consultative selling, and others. What if your company identified and quickly mastered the next high-impact business practice? A good candidate is reinventing VOC for B2B: Before developing a new product, conduct B2B-optimized voice-of-customer interviews, so customers can tell you precisely which outcomes to improve.
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Quality control inspectors made sense for manufacturers… until statistical process control. High-pressure closing techniques made sense for salespeople… until consultative selling. Payback periods made sense for financial decision-making… until discounted cash flow methods. Think of these as “awkward realities.” Today, it seems to make sense for B2B companies to “ideate” new products… without first having intelligent conversations with B2B customers. The ones who could tell them precisely which outcomes to improve.
More in article, Own the Future with B2B Customer Insight