Customer relationships are the key to the success for any business.

Undertsanding the needs and priorities of customers is critical to the success of marketing and product development.   Voice of the Customer (VOC) market research is an approach to better understanding how customers interact with your product.  VOC research:

    • Produces a detailed set of customer wants and needs that are organized and prioritized in terms of relative importance and satisfaction with current alternatives.
    • Is the gathering, recording and analyzing of information about the market, prospects, and competitors.
    • Discovers what people want, need, or believe. Once the research is completed, it can be used to determine how to market your product.

Today’s competitive marketplace means that customer input is absolutely critical for success.  Many organizations gather customer feedback, but a larger number are not satisfied with their ability to “put the voice of the customer to work.”

Read article “Stop Competing” Start Innovating– by Daniel Burris

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