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

poll
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

customer ≠ market
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?
Customers have already BOUGHT from you
Market is the OPPORTUNITY to capture business

voc activities
Focus groups
Customer Satisfaction Surveys
Customer conferences
User testing
“ Win” calls

vom activities
Focus groups
Trade associations
Industry/3 rd Party Information
“ Loss” calls
“ shops”
Ask them! VOM Questionnaires

achieve vom
Create Buyer personas
Know (Build) your Distinctive Competence
Company
Product
Services
Develop & Evangelize Your
Value proposition
Use in Marketing material

use your inside voice
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 voice
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

feedback
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_address]
On Twitter: @jidoctor
LinkedIn: http://www.linkedin.com/in/jidoctor
Phone: 612-965-0033

Infusing market voice 97

by Jennifer Doctor on Nov 15, 2010

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Infusing market voice 97 — Presentation Transcript