I love it when our clients have cool technology and clever ideas. But don’t mention these to customers during VOC interviews. From the customer’s perspective, the interview should look exactly the same whether or not you’ve got a great hypothesis. Give your hypothesis the silent treatment for now. Simply listen to the customer.
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.
Those wrong places are usually inside your company. In a study examining best idea sources, 8 voice-of-customer methods and 10 other methods were examined. In terms of effectiveness, the VOC methods took 8 of the 9 top spots. At the very top? Customer visit teams and customer observation. Most companies need to “get out” more.
Companies like to talk about the voice-of-the-customer, but most just listen to themselves as they create “conference room” products. The team gathers internally to decide for the customer what they’ll want in a new product. This team will always lose to the team that immerses itself in the customer experience, and designs a product to improve that experience.