The importance of “wanting” to listen today. The B2B Voice of the Customer (VoC).
Posted: Mon Dec 09, 2024 6:16 am
Listening to the customer has become vital today, B2C companies pivot on it but B2B companies find it more difficult to understand its importance and build their listening culture through their own B2B Voice of Customer (VoC) system. In this article we will reflect on this, because without listening almost in real time and drawing malaysia phone number library conclusions it is almost impossible to adapt.
We have been “hearing” for centuries that listening to the customer is very important, but until very recently we really didn’t need to listen to them so well. Why? Because the environment was quite predictable and the B2B Industrial customer did not have as much power or concern to look for other alternatives, therefore living around the product or service and not failing there was a very good way to survive. On the other hand, companies considered that they already knew their customer very well because they had “years of relationship” and were even friends.
The digital world is emerging, the world is becoming globalized and the average profile of the decision-maker(s) in the company is changing and with it their digital habits and thinking about what a “good supplier” should be. Conclusion? Needs are constantly changing. Some adapt well to this and set the benchmark in their value propositions for client companies, creating a huge gap between companies that listen and react and those that are still trying to understand the importance of listening.
We have been “hearing” for centuries that listening to the customer is very important, but until very recently we really didn’t need to listen to them so well. Why? Because the environment was quite predictable and the B2B Industrial customer did not have as much power or concern to look for other alternatives, therefore living around the product or service and not failing there was a very good way to survive. On the other hand, companies considered that they already knew their customer very well because they had “years of relationship” and were even friends.
The digital world is emerging, the world is becoming globalized and the average profile of the decision-maker(s) in the company is changing and with it their digital habits and thinking about what a “good supplier” should be. Conclusion? Needs are constantly changing. Some adapt well to this and set the benchmark in their value propositions for client companies, creating a huge gap between companies that listen and react and those that are still trying to understand the importance of listening.