Jumpstart Value Creation to Accelerate Top Line Growth

How do you define real value? How can you ensure your next deal’s success? What is the high cost of a lost customer to business growth?

The best businesses now are all identifying, containing, and controlling the systemic issues that directly impact value to maximize revenues, growth, and value creation. We’ll discuss how in our 1 hour webinar + Q&A.  

Don't miss our webinar in partnership with Axial this Thursday 6/29 3 ET / 2 CT.

Register here: http://bit.ly/2tpJ9u

Featured Speakers

Kay Cruse, VP & Tom Taber, Managing Director, VOC Strategic Practice

Three Steps to Gain the Most Value from a Voice of the Customer Study: Step Three

We frequently hear, “We’re thinking about conducting a Voice of the Customer initiative.  What are the best ways to be sure we gain the most value from our VOC study?” This post is the third part in a series called 3 Steps to Gain the Most Value from a Voice of the Customer Study. 

In fact, there are three absolutely critical factors. In our last post we discussed Step Two: Define your survey tool correctly. For today, we're going to focus in on Step Three. 

#3 Respect the Results and Take Action

Now comes the hard part.  Tons of data, loads of interview content, and where to turn?  A strong Voice of the Customer initiative steps back from the weeds and looks for common themes, threads of conversations that show some consistency—both good and bad.   The best initiatives will take all the qualitative information and quantify it.   These are the types of initiatives that really listen, even when the message is disheartening.

Perhaps this is the first time you’ve heard customers voice their lack of understanding of your product portfolio.  Or, that they want more—not less—engagement from your sales force.   Or even more surprising, perhaps this is the first time you’ve heard that customers believe your next ‘best idea’ is not so great.  That they’d wish you’d innovate differently. 

A robust Voice of the Customer Report should become one of the most ‘dogged eared’ documents in your arsenal of strategic planning and actionable tools.  It should be shared and socialized throughout your organization. Perhaps share selectively with those departments and team members who are most impacted by the results.  Then share more comprehensively with your key management team who will drive change.

Voice of the Customer initiatives at their root are change management tools.  How can we improve?  What do we need to grow the business?  How can we fix the issue that makes our customers frustrated to the point of exasperation? 

We liken it to ‘eating the elephant one bite at a time.’  Importantly, it’s your customers’ perception – and that perception may or may not ring entirely true.  But, it is their perception.  And, to change perception you have to engage in changing mindset.  One step at a time. 

“Because of this process, we have been able to focus on improving our business, which is key to our success. It also spotlights on work remaining to be completed and lets us celebrate our successes.”
— Executive Vice President, Financial Services Company

Three Steps to Gain the Most Value from a Voice of the Customer Study: Step Two

This post is the second part in a series called 3 Steps to Gain the Most Value from a Voice of the Customer Study. 


We frequently hear, “We’re thinking about conducting a Voice of the Customer initiative.  What are the best ways to be sure we gain the most value from our VOC study?” 

In fact, there are three absolutely critical factors. In our last post we discussed Step One: Choose your customers wisely. For today, we're going to focus in on Step Two. 

#2 Define Your Survey Tool Correctly

What is it you really want to learn from customers?  Is your market share shrinking?  Are your operational performance indicators slipping?  Do you worry that customer service is overburdened and not responsive?  Is service call volume excessive?  Are deliveries late or incomplete? Are lead times driven by your capabilities or by customer expectations?  Are revenues contracting? Is there an excessive churn among your customer base?  Have too many R&D projects on the drawing board to begin to prioritize which one will create the most value—and it seems all your engineers are advancing pet projects? 

For every question, there is a reason ‘why.’  But more times than not, your customers will be less inclined to tell you the direct answer and in full.  They may share some with their usual contact. They may even share with the President / CEO making a round of customer calls. However, more times than not, the customer will not be as illustrative as they could be.  Unspoken agendas between buyer and seller frequently ‘taint’ the conversation—particularly if there are contractual or pricing changes on the horizon. 

This is where a third-party interviewing team can do something unique. A third-party interviewer can become both the customer advocate and the company advocate.  It is the researchers’ role to conduct a fair and balanced conversation—with a survey tool that will get to the bottom-line ‘whys’ of your business. 

“The interviews and questions were rigorous. Strategex was very hard-working toward uncovering the answers we were looking for.”
— Technology Business Services client

Have comments or questions? Share below.

You can expect Step Three to post next week, same day, same time.

Three Steps to Gain the Most Value from a Voice of the Customer Study: Step One

Three Steps to Gain the Most Value from a Voice of the Customer Study: Step One

We frequently hear, “We’re thinking about conducting a Voice of the Customer initiative.  What are the best ways to be sure we gain the most value from our VOC study?” In fact, there are three absolutely critical factors. We've decided to share our response in a series of posts. For today, we'll focus in on just one. 

Exploring the Value of VOC

It’s invaluable to find the core needs of your target customers. Our research is not solely about surveys and numbers. It’s about what your customers are saying about you, your competitors, your products, your services, and your support. It’s about discovering what will make you stand apart from the competition.