Surely nobody would brag about using VOO to develop new products. But if you aren’t having intelligent conversations with B2B customers before developing your new products, isn’t this what you’re doing? A good test is to add up your hours of internal conversations and compare with your voice-of-customer (VOC) hours. If you are not happy with the ratio, this might explain why customers are not happy with your new products.
More in e-book, Reinventing VOC for B2B