Discovering what customers really want — and why

  • About
  • Step-By-Step Guide to VOC Project Work
  • Voice-of-the-Customer Process (VOC)

The Hatchery: a blog about my adventures in bird watching

Illustration of a bird flying.
  • The Case of the Sales Director’s Bonus

    Susan was frustrated. She had inherited a bad NPD project. As new Director of Speciality Products Marketing, she wanted to stop it. She must do so without upsetting relations with a major customer of commodity products. – Project suggested by development manager at the major European customer – Her firm’s European Sales Director demanded initiation…

    November 21, 2019
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Discovering what customers really want — and why

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