Imagine you just launched your new product and the market responded with… one big collective yawn. Was it a poorly orchestrated launch? Perhaps, but it’s more likely your launch was doomed a couple of years earlier by poor front-end work. Our research shows five of six B2B product development teams lack a clear understanding of market needs before conducting B2B-optimized VOC. Without this insight, your launch might be putting lipstick on a pig.
More in article, B2B Product Launch: How to get it right
Developing B2B customer insight skills for this growth requires a commitment your competitors may be unwilling to make. Good. You need them to remain shortsighted. As you gain insights, you may enjoy a bonus: Customers are impressed with suppliers that listen to them… and often offer near-term adjacent opportunities.
More in white paper, Catch the Innovation Wave (page 15).
Should your employees learn customer insight skills from an external firm… or should you develop home-grown training? If the external firm has worked with many companies across many global industries, it will probably advance these methods faster and further than you can. Think of them as the golf club maker. The glory belongs to the golf pro… so focus on your practice time, coaching and desire as the pro… not in making clubs.
More in article, B2B Leadership: Time for Greatness
B2C employees (e.g. Apple engineers) are consumers themselves, so they have high typical customer insight… but low potential insight, since consumers can’t easily predict what will entertain them. The gap between typical and potential insight when serving knowledgeable B2B customers is much larger. This is your competitive edge if you close the gap before competitors.
More in white paper, Catch the Innovation Wave (page 13).
What else is there besides hearing customers’ needs? Impress them so they’ll want to do business with you. Incorporate your insights into a value calculator to optimize pricing. Use their precise interview language on your website to improve SEO. Uncover unspoken needs in a post-interview customer tour. Understand their next best alternative. Never stop learning.
More in article, You Already Answered 4 Questions, but… Correctly?
Most of their thinking goes into adjusting their hardhats. Too bad: Tour insights provide great context for interviews… and your “fresh eyes” may yield ideas for improvement. You might see what everyone else has seen, but think what no one else has thought. You just need to learn the proper skills to do this.
More in e-book, Reinventing VOC for B2B (page 17).
Innovating companies that directly engage their customers have operating income growth rates three times higher than those that do not. When you see a gulf of 3X, it should scream “opportunity!” Gaining customer insight in an engaging manner may be commonplace in the future, but today it’s a competitive advantage. Will you seize it?
More in article, Why Maximizing Shareholder Value is a Flawed Goal
Large businesses chalk up thousands of face-to-face customer meetings each year… as sales and technical service reps go about their normal duties. Why not train these people to become VOC experts? They’ve already gained customers’ trust, they know the customer’s language, they’ll get key information first-hand, and there’s no extra travel cost.
More in article, The Cost Cutter’s Guide to Growth (Originally published in B2B Organic Growth newsletter).