Fairmont Concepts to host webinar on voice of the customer research

Voice of the customer research delivers primary needs that are prioritized by a customer to create a market opportunity map.

Fairmont Concepts, a consulting firm focusing on helping manufacturers improve their commercial engines, which spans marketing, sales, and service, will host a webinar on April 11 at 2:00 p.m. ET titled “How to conduct voice of the customer research that delivers.”

While voice of the customer (VOC) research is considered vital, manufacturers face a number of common VOC challenges:

• Needs are collected unscientifically, diminishing credibility.
• Needs reflect legacy opinions that are outdated today.
• The loudest voice in the room or the last lost sale misdirect needs.
• Many departments don’t believe them and so don’t take action.

Many companies wonder if VOC research will deliver usable, believable data and an ROI on the resource drain to conduct it. Presented by Chip Burnham and Brian Kent, co-founders of Fairmont Concepts and authors of the book MarketMD™ Your Manufacturing Business, this webinar teaches a proven, scientific way to generate a powerful set of unbiased primary customer needs, in the customers’ own words and priority. First, a set of 12 to 25 primary needs are identified through recorded interviews; then these needs are prioritized into a 2 by 2 grid though an online survey.

To sign up for the webinar, visit www.fairmontconcepts.com/webinar-voc.