For CMO & Marketing Leadership Professionals

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	January 10, 2008 Marketing Leaders: Own The Voice Of The Customer Building Your Voice Of The Customer Program an introduction by Jaap Favier	Average: 0  (3 ratings)

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Executive Summary

In two out of three US firms, senior executives do not regularly interact with target consumers, and do not incorporate their needs in decision taking. Their firms do not closely monitor interactions with, and do not have a companywide image of, those target consumers. Firms that miss out on any of these criteria need a Voice of The Customer Program, which is a systematic approach to incorporating customers' needs in the design of customer experiences.

This is an excerpt