The Role of Research in Voice of the Customer Programs

So many times, inside our companies, we fall into the dangerous trap of making critical business decisions based on our own perceptions. Where we believe our market is going, what we believe our customers need, how we believe our customers make decisions, and how we believe our customers perceive us. Here in the agency, we call this "living in our own petri dish."


Avoid the Pitfalls to Voice of the Customer Success

An overwhelming amount of data shows that successful Voice of the Customer (VOC) programs directly affect your company's bottom line. So why is it that so many programs fail to deliver value? Here are just a few tips to help you avoid the major VOC pitfalls and set your company up for success.


Power to the People of Africa

In the USA, reliable power and clean water are fairly standard. However, power and clean water are still a luxury in many parts of the developing world, as more than 1.3 billion people worldwide still live without access to power. International markets, particularly Africa, hold huge potential for development. I visited Kenya this summer and saw first-hand the tremendous potential of electric power to transform the lives of people, including being in a village where a solar powered innovation is actually saving lives.


Those Lazy Hazy Crazy Days

Summer is finally here! (Go ahead, sing. You know you want to.)  While we don't actually feel it here in the agency, we've certainly bought into the idea that long and lazy days are upon us. And because we believe so firmly that out there somewhere, many of you are kicked back, barefoot in a hammock, on a boat, by the pool, or on the beach, we present you with our Summer Essentials series.


B2B Marketing in the Mind's Eye

Often, when companies come to an agency for help, they are expecting "the big idea". Many are shocked to find that sometimes the biggest idea is to simply go back to the basics. It feels like, in today's uber-connected digital marketing world, that B2B marketers spend less time, money and relative effort really understanding the perceptions of customers. Maybe it's because we think we already know, or maybe we don't want to face the fact that perceptions involve feelings, and feelings do not follow a rational path. Yet, we all know that ultimately the preferences that end up influencing choices and driving trade-offs during the selection process are shaped by perceptions of our brands, our product or service, and of us.


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