infusing market voice 97

What it is, Why you should care

&Why it matters

Infusing the Voice of the Market

intro

“Bringing the voice of the customer to your business is needed …

Jennifer Doctor

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Bringing in the voice of the market is a necessity.”

poll3

Do you use VOC or VOM with your product?

(Text the code to 22333)

VOC all the way! Text 228940

VOM is the way to go! Text 228941

VOC & VOM – share the wealth! Text 228942

Huh? Text 228943

poll4

customer ≠ market5

Voice of the Customer VOC is a set of customers’ wants and needs

Voice of the Market VOM is a set of prospective buyers’ wants and needs

and the problem is?6

Customers have already BOUGHT from you

Market is the OPPORTUNITY to capture business

voc activities7

Focus groupsCustomer Satisfaction SurveysCustomer conferencesUser testing“Win” calls

vom activities8

Focus groupsTrade associationsIndustry/3rd Party Information“Loss” calls“shops”Ask them! VOM Questionnaires

achieve vom9

Create Buyer personasKnow (Build) your Distinctive Competence

Company Product Services

Develop & Evangelize Your Value propositionUse in Marketing material

use your inside voice10

For your product Feature enhancement Alpha/Beta testing

Review internal material Training – features/benefits vs. challenge/solution Market testing plans – product & messaging Demo feedback

Influencers

Management Strategy Net Promoter/Satisfaction

shout your outside voice11

Review material Use Buyer’s language Explain the why and what at their level Layout the information how they look Solve their problem how they want it solved

change your language

feedback12

What value did you receive from this time?

(Text the code to 22333)

Wow! Learned & can’t wait to apply! Text 228984

Not bad; there is something I can apply. Text 228986

Nothing new here, but thanks for your time. Text 228987

Please save yourself – don’t do this again. Text 228988

contact me

Jennifer Doctor

– Blog: http://www.outsideinview.com

– E-mail: jidoctor@hotmail.com

– On Twitter: @jidoctor

– LinkedIn: http://www.linkedin.com/in/jidoctor

– Phone: 612-965-0033

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