Knowing the difference between voice of the customer & voice of the market can make all the difference in success!

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

3. poll
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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

4. poll
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5. customer ≠ market
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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?
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Customers have already BOUGHT from you
Market is the OPPORTUNITY to capture business

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

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

9. achieve vom
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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
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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
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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
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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
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