Doing quantitative voice-of-customer? Good. Now do it “the B2B way.”

Clever companies realize they’ll “hear what they want to hear” without quantitative VOC. To do it right, B2B companies should weight responses based on customer buying power. And don’t just ask for importance ratings: Ask for satisfaction ratings as well. The only hope for premium pricing is pursuing needs that are both important and unsatisfied.

More in article, Seven Mistakes that Stunt Organic Growth.

It is impossible to capture maximum new-product value without side-by-side testing.

Two conditions must be present to capture maximum value in product pricing. Condition A: Your product provides a benefit the customer values greatly. Condition B: The customer is unable to get this value elsewhere. If you only interview customers, you learn A, but not B. You need rigorous side-by-side testing for B. Few companies do this correctly. Do you?

More in article, 5 Growth Risks You Can Stop Taking (Originally published in B2B Organic Growth Newsletter).

Asking an executive to focus on maximized shareholder value can have dangerous consequences.

If a stock’s P/E ratio is 20-to-1, then only 5 percent of a firm’s value is driven by this year’s earnings. Put another way, 95 percent of shareholder value is driven by investors’ expectations of the future. Executives with rich stock options have “motive and opportunity” to manipulate these expectations… in ways that often damage the firm’s long-term health.

More in article, Why Maximizing Shareholder Value is a Flawed Goal (Originally published in B2B Organic Growth Newsletter).

Finished with your VOC? Not so fast. We need some numbers first.

Think your VOC work is done if you can splash some pithy customer quotes on a PowerPoint slide? Nope. You must conduct quantitative interviews to isolate the important, unsatisfied outcomes (using 1-10 scales). We all “hear what we want to hear”… so unfiltered customer data is needed. Never spend development dollars until someone “shows you the numbers.”

More in article, Why Advanced VOC Matters (Originally published in B2B Organic Growth Newsletter).

Your new product development process is backwards.

If your new product development process begins with “idea generation,” is it your idea… or your customers’? If you start with your idea, you probably won’t understand customer needs until the end… by seeing if they buy your new product. Why not flip your approach and start with customer needs? Unless you’d rather your R&D kept guessing at customer needs.

More in e-book, Reinventing VOC for B2B (page 4).