It’s natural to ruminate on the future; in particular, about technology adoption. What changes will future technology waves bring? Will we ride them to riches or drown under the weight of disruption? A Danish proverb warns that “Prediction is dangerous, especially about the future.” A cycle of bad logic Unfortunately, when we theorize, we can ... Read More
Want to build an amazing customer interview team in a stress-free manner? Gradually increase the “stakes” of the interview by starting with easier, safer interviews. You might follow this six-step progression: 1) industry experts you pay to interview, 2) sales colleagues, 3) other departments/experts in your company, 4) your distributors, 5) smaller, safer customers, and finally, 6) larger, high-stakes customers. By the time you reach the later group, you’ll have one highly-polished and confident interview team.
More in article, Virtual VOC: 10 Advantages and 7 tips
While in-person interviews remain the “gold standard,” we’ve found 10 advantages to virtual voice-of-customer. These include 1) lower cost, 2) reaching dispersed customers, 3) viewable probing tips, 4) colleague training, 5) probing suggestions, 6) note-taker assistance, 7) rapid debriefing, 8) easier scheduling, 9) low-impact cancellations, and 10) greater project speed. If you’re not taking advantage of these advantages, you’re forfeiting effectiveness and efficiency in your customer insight efforts.
Download our white paper at www.virtualvoc.com
Some would say that investments in Voice of the Customer are “too expensive and time consuming.” After all, does it really make sense for employees to spend time on VoC projects? For them to be on the road, interviewing customers? Instead, shouldn’t they be doing things that “drive sales?” Like working more shows? Assisting sales ... Read More
If you compare a 2-hour in-person voice-of-customer interview to a 2-hour web-conference interview, the former wins. You can interpret body language better, build stronger relationships, and perhaps get a customer tour. But what if it took you and your interview team 10 hours of (mostly non-productive) travel time for the interview? A better question might be, “When is each type of interview most appropriate?” (See interview examples in the video at www.VOCforB2B.com.)
For 7 factors to consider, download our white paper, Virtual VOC (page 8).
Congratulations! You’ve been promoted! On your first day as a new B2B exec, your company’s Director of Public Relations wants to chat. Something about a press release. She says you’ll want to address stockholder concerns. To provide hope despite the weak economy and sluggish sales. To give a reason to believe. A reason to have ... Read More
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
Some voice-of-customer experts recommend you exclude your salesforce from interviews because “they can sell but not listen.” True sales professionals are actually great listeners: You just need to reward them for listening. Strengthen listening and learning by your entire team, and you’ll out-perform competitors who side-line their sales pros when gathering market insights.
More in e-book, Reinventing VOC for B2B (page 24).
I love it when our clients have cool technology and clever ideas. But don’t mention these to customers during VOC interviews. From the customer’s perspective, the interview should look exactly the same whether or not you’ve got a great hypothesis. Give your hypothesis the silent treatment for now. Simply listen to the customer.
More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth).
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).