Think your VOC work is done if you can splash some pithy customer quotes on a PowerPoint slide? Nope. You must conduct quantitative interviews to isolate the important, unsatisfied outcomes (using 1-10 scales). We all “hear what we want to hear”… so unfiltered customer data is needed. Never spend development dollars until someone “shows you the numbers.”
More in article, Why Advanced VOC Matters (Originally published in B2B Organic Growth Newsletter).