You’re probably familiar with VOC for innovation. B2B suppliers use methods like New Product Blueprinting to understand market needs before developing their new products. The “other” type is Everyday VOC®. This acknowledges your company has thousands of customer interactions every year which shouldn’t be wasted. All your customer-facing staff—sales, marketing, technical service—use B2B-optimized probing to truly understand customer needs. Every day.
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Is your rep eagerly listening to the customer’s problems vs. over-selling in the “broadcast mode”? When a problem surfaces, does your rep probe to learn when it happens, how often it happens, where it happens, the impact of the problem, and the value in preventing it? Does your rep draw special attention to each customer need in their call report vs. co-mingling needs with a mish-mash of other information? Can your product managers mine your CRM to detect weak signals of market needs before competitors?
Learn how to answer “yes” to the above with Everyday VOC® training.
Your B2B customers have a long list of problems to be solved. But it’s not their job to carefully explain each one and deliver it gift-wrapped to your solution providers. It’s your job. When your sales professionals probe deeply and capture customer needs uniformly in your CRM, you’ll gain unprecedented market insight. And by probing well, your sales team will sell more. We call this Everyday VOC.
More in Everyday VOC white paper, www.EVOCpaper.com