1. What it is,
Why you should care
&
Why it matters
Infusing the Voice of the
Market
2. 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.”
3. poll
3
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
5. customer ≠ market
5
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
6. and the problem is?
6
Customers have already BOUGHT from you
Market is the OPPORTUNITY to capture business
9. achieve vom
9
Create Buyer personas
Know (Build) your Distinctive Competence
Company
Product
Services
Develop & Evangelize Your
Value proposition
Use in Marketing material
10. use your inside voice
10
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
11. shout your outside voice
11
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
12. feedback
12
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
13. 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
13
Notas do Editor
Customers or Markets?The Product/Market Matrix
Identifying Which Voice to Listen toCustomer Value versus Customer Satisfaction
How do you get the customer voice?
Where do you find the market voice?
Collecting the VOM
Questionnaire Basics
Building the VOM Architecture
Modeling Market Value
Understanding Your Competitive Value Proposition
Loyalty and Vulnerability Analyses
Driving Competitive Planning with the VOMIdentifying SS Projects with the VOMMonitoring Change Effectiveness with the VOMManaging Your Net Promoter Score with the VOM
External-facing material should be targeted to market, not customer