Tagged: voice of the customer

In 1960, EJ McCarthy, a marketing professor at Michigan State University, debuted the concept of the Four Ps and the way in which they guide the marketing mix. These Four Ps–Product (or Service), Place, Price, and Promotion–are the foundation of most Marketing 101 discussions.Many of you may be revving up your 2012 growth machine and re-visiting these fundamentals.

Nancy Porte Nancyporteof Vovici (now a Verint company) recently read my book, and asked me to spend time discussing some highlights. In this Listening Post interview, you will learn:

  • Why it's important to balance online and offline customer feedback approaches
  • The one factor most companies ignore when profiling their ideal customer
  • How to gather valuable, live customer feedback

When you can attribute a 20% revenue gain to a customer centric culture or program, you get noticed. And that's exactly what happened to several Voice of the Customer thought leaders during the annual Allegiance Engage Summit 2011 in Deer Valley, Utah.

Jim Bampos, VP of Customer Quality at EMC Corporation, was one of the show stealers–and for good reason. Unlike many companies who talk a good game about putting customers first, EMC can prove it.

EMC dances on the leading edge of the Voice of the Customer (VoC) movement.


Interview with Jim Bampos (listen time: 7 minutes)

VoC programs emerged from the market research milieu. This term describes the in-depth process of capturing a customer's expectations, preferences and aversions. Specifically, VoC systems produce a detailed set of customer wants and needs and prioritizes them in terms of relative importance and satisfaction with current alternatives. Highly evolved VOC program leaders also analyze and act upon free form customer comments from multiple sources, including call centers, salespeople, Twitter, etc.

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