Marketing: finding relevance by cultivating support
Why & How to Create a Voice of the Customer Program | MarketingProfs.com
We believe that you, as a marketer, are the organizational gardener. You’re constantly on the lookout for which prized seeds and bulbs will lead to an award-winning, awe-inspiring “garden.” You plant, water, prune, and watch your seeds grow while pulling life-choking weeds and blocking the entry of miniscule pests that have voracious appetites.We also believe that, as gardener, you shouldn’t also be expected to execute the VOC program and to carry its message and outcomes—that’s the job of the landowner, preferably at the executive level. High-level executive support is essential to your VOC efforts. Without it, voice of the customer becomes nothing more than a “service” your team offers to those who like to examine the garden with a magnifying glass. And this is why we recommend that, in addition to your regular gardening duties, you take time to cultivate high-level voice-of-the-customer support by displaying its beauty to those who most need to see it and to those who will most benefit from it.