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.”
This certainly applies to your sales team. Instead of being satisfied with just a “sales force,” why not also commission a “learning force”? That’s what happens when your sales professionals have strong voice-of-customer skills.
More in white paper, Everyday VOC at www.EVOCpaper.com