infusing market voice 97
DESCRIPTION
Knowing the difference between voice of the customer & voice of the market can make all the difference in success!TRANSCRIPT
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
2
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: [email protected]
– On Twitter: @jidoctor
– LinkedIn: http://www.linkedin.com/in/jidoctor
– Phone: 612-965-0033
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