The 3x5 Voice of the Customer Method

Customer insight is the master key to the customer’s world. It enables us to create successful products, to communicate with impact, and to build our businesses on the solid foundation of happy customers. But in practice, what does this mean “to obtain customer insight?” Do we need professional market researchers to guide our way? Or can we do it ourselves? Unfortunately, VoC or “Voice of the Customer” methods are portrayed as a complexities, requiring lengthy discussion guides and difficult tactics. Even worse, there are many false ideas which have been repeated so often that they have begun to take on the guise of truth. Have you ever heard that customers don’t know what they want? That customers have latent needs? That customers have unarticulated needs? If so, you too have been exposed to these myths.

The 3x5 Voice of the Customer Method tears down false ideas – beginning with the concept that market research is something complicated to be reserved for elites, quants, or consultants. It provides a handful of principles – so few that they could be written on a 3x5 index card – that will elevate every marketer’s game. It’s not tactics, it’s not tricks, it’s not mysterious. By simply seeking to understand a customer’s objectives – and by fully knowing what types of information that customers good at providing (and conversely, what they are bad at providing), any marketer can also become a proficient, practical market researcher. This presentation presents the fundamental tenets of this method.

Our featured speaker: Scott Burleson

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VoCStrategyn

Scott is theSr. Vice-President of The AIM Institute, home of the world’s leading B2B customer insight method - New Product Blueprinting. Scott has taught VoC methods in the US, Europe, and Asia and has personally executed many VoC projects as a practitioner with John Deere, Strategyn, Actuant, and The AIM Institute. He led the strategic marketing for some major new product successes, such as John Deere’s 1-Family series of compact tractors. However, he also led the strategic marketing for a major new product failure, which is actually a much better story.