Voice of the Customer – Is everyone
in your company on the same page?
Are you
confident that the words you’re using in your marketing messages are hitting
the mark? Is your entire company focused
on the elements most important to your customers?
Many companies
THINK they have the right focus in
their messaging, product development, and service areas. But often, a major disconnect exists –
between what your company thinks is important, and what’s important to your
customers.
What are the
key steps to developing and using the "Voice of the Customer?"
Chris Stiehl, co-author of Pain Killer Marketing, will walk you step-by-step through the
process. You’ll learn how to:
·
Accurately
define the issue and the market
·
First
conduct exploratory and secondary research
·
Develop
an interview guide and test it, including the ten questions you should always ask!
·
Select
customers to be interviewed. Who should be first? (And why "random"
is no good.)
·
Listen
for key points -- and how to ask the right questions.
·
Analyze
interviews, including examples that will help you learn how to listen.
·
Create
a hierarchy of needs. (In fact, you’ll create one during this session)
·
Use
the "Voice of the Customer" throughout your company
Chris will
discuss some common mistakes in marketing messaging, and how to avoid
them. You’ll also participate in a
"Voice of the Customer" exercise, to see exactly how the process
works. And you’ll see examples of businesses
that have really listened well -- and have responded to customers with the appropriate
products and messaging.
Chris Stiehl is Founding Partner of Blue Velocity Partners, and
is President of StiehlWorks.
