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voice of the buyer

What moves people

Bill Clinton, Jeff Bezos and How Smart Leaders Capitalize on What Moves People

Today's Consumer Journey / By

In 1992, despite unprecedented approval ratings for George H.W. Bush, Bill Clinton won the election. He did so by strategically betting that voters would care more about the sluggish recovery from the recession than about Bush’s success in Desert Storm. Political strategist James Carville coined the phrase “the economy, stupid”. That strategy won the White House for …

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Buyer Centric Strategy

Your Company May Not Be as Buyer Centric as You Think

Experience Driven Strategy / By

Most companies are still inside looking out. They are building products that they think consumers will buy. Sure, many get feedback from athletes, focus groups or surveys. But most of this information comes from people who have a limited degree of interest or have been incentivized monetarily or with free product. Worse yet, some have …

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VOC Benchmarking

How to Benchmark the Voice of the Customer

Experience Driven Strategy / By

Companies spend millions of dollars on Voice of the Customer (VOC) tools. The goal? Understand their customers and prospects in order to improve products, customer service, messaging and marketing. These tools include surveys, focus groups, customer service reports and athlete or celebrity endorsements, among others. However, collecting and measuring the true Voice of the Buyer (VOB) …

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Voice of the Buyer

Are You Getting the True Voice of the Buyer (VoB) in your Voice of the Consumer (VoC) Program?

Experience Driven Strategy / By

Traditional VoC programs help brands measure their audience through surveys, interviews and focus groups. Today, it also includes measurement of social media and product reviews. The product reviews segment of VoC is what we like to call “the true Voice of the Buyer”. While surveys and interviews are conducted with buyers, they are subject to …

Are You Getting the True Voice of the Buyer (VoB) in your Voice of the Consumer (VoC) Program? Read More »