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Sometimes, Listening To Your Customers Means Changing Your Story
Posted by Dan Davison
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This post is about effective deployment of Voice of the Customer (VOC), quality-speak for taking action to reflect what your customers want in your products and communications. This is a continuation of yesterday’s post. Yesterday, Company ‘A’ failed to adjust its product offering and marketing messages to match customers’ desires, and suffered for it. Today, Company ‘B’ gets it right.
When Company B got its foot in the door of some big-time potential accounts, it heard what customers said, and reflected those perceptions of value in its product offering. Company B took action to sell what customers wanted right away, and then set out to increase the value of their services over time as their customers came to trust them.
Company B also listened to the language that potential clients used to talk about their problems, and then employed that language when describing their services. Company B took to heart what it learned in half a dozen customer interviews to focus its product development and marketing message on recognized benefits.
As the selling proposition shifted to incorporate the voice of the customer, potential clients quickly recognized the value of the service that Company B offered. They could get exactly what they wanted and needed from Company B, and they were willing to pay for it. More and more frequently, when Company B got their foot in the door, they settled in for a nice long stay.
Listen to Customers, Sell More of What Customers Are Buying
When interviewing our client’s customers, we listen for what they value. We listen for what they are paying for today. Then we help customers focus their product development resources on what they can sell today. With increased sales, we can help our clients build organizations that deliver value consistently, thus building trust with their customers. Trust is a solid platform on which to deliver increasingly valuable and unique services, thus achieving our strategy. Without first building trust, strategy is simply an aspiration with no concrete steps.
Truly hearing the voice of the customer means reflecting back to them in your own language what customers truly value. Adjusting your products to provide that value demonstrates that you are truly listening.
This work is licensed under a Creative Commons Attribution 3.0 United States License.
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