Too many suppliers conduct customer tours like tourists.

Most of their thinking goes into adjusting their hardhats. Too bad: Tour insights provide great context for interviews… and your “fresh eyes” may yield ideas for improvement. You might see what everyone else has seen, but think what no one else has thought. You just need to learn the proper skills to do this.

More in e-book, Reinventing VOC for B2B (page 17).

Don’t overlook the staggering impact of directly engaging customers in your innovation.

Innovating companies that directly engage their customers have operating income growth rates three times higher than those that do not.  When you see a gulf of 3X, it should scream “opportunity!” Gaining customer insight in an engaging manner may be commonplace in the future, but today it’s a competitive advantage. Will you seize it?

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

Don’t rely on a small staff of voice-of-customer experts to do your company’s interviewing.

Large businesses chalk up thousands of face-to-face customer meetings each year… as sales and technical service reps go about their normal duties. Why not train these people to become VOC experts? They’ve already gained customers’ trust, they know the customer’s language, they’ll get key information first-hand, and there’s no extra travel cost.

More in article, The Cost Cutter’s Guide to Growth (Originally published in B2B Organic Growth newsletter).