Companies work hard to listen to the voice of the customer (VoC) and innovate based on what they hear, but passive listening isnt enough. Ive found that you must always be on the lookout for new ways customers can connect with you and seamlessly share information to help you deliver products that better meet their needs.
The B2B technology company for which I work is doing some pretty amazing things in this area with many longstanding, and recently established, customer outreach programs. These programs serve as templates for active listening that are uniquely and directly connecting customers with our CX team, customer service and support and more specifically with product development and product management.
Feedback channels are ongoing resources for us and help ensure that we approach VoC and product innovation from the customers perspective, developing new products and features that align with their current and future needs.
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