Fort Wayne, IN 46845
ANOTHER WORD FOR MARKETING - HOW ABOUT
VOICE OF THE CUSTOMER?
By business901 | June 9, 2009
Only customers provide results and customer
satisfaction is the key result you are looking for. I
think the smartest companies ask their customers what
the requirements should be for the product or service
and then work backwards? The not so smart, designs a
product/service and then figures out ways to market
and sell it. Which one are you?
A simple process you may want to try to obtain the
voice of your customer is outlined below:
1. Identify your customer: Do not make this a
generic step or skip over it. If you have
difficulty, provide clarity by segmenting your
marketing channels. Even down to one person if you have too(just for practice).
2. Gather the initial voice of the customer by surveys, focus groups, complaints,
correspondence. Also, feel free to use “Tribal knowledge” but make sure you test it. An
example would be is to send out a survey to 10 customers in a particular region that is
covered by a sales person. Have the salesperson, distributor or rep complete the survey
and compare results. You may find out that several salespeople have a better
understanding of their customer base and others do not. Interpret and use the data
3. After collecting the data, formulate it and ask your customers to rate the importance of
each input. A cool way to do this is in an online survey that would just move them to
another screen after their initial input. You may even want to do a survey to the masses
and then have a focus group rate the importance of each.
4. Prioritize the requirements based on the Voice of the Customer and determine how they
are relative to you based