We know the benefits of including a Voice of the Customer session in our briefings. It provides firsthand insights into the customer’s business to help Discussion Leaders tailor their remarks, brings forth anchoring comments to link to throughout the day to drive a more customer-centric conversation, and sometimes even uncovers information the account team didn’t know!
But, too often, customers show up with a repurposed slide deck that speaks only to their current situation and implementation. What we really want customers to talk about is where they want their business to be in the future. What initiatives are they pursuing? What challenges are they facing? What are their strategic business objectives? Only by uncovering their business needs can we sell and justify meaningful technology solutions.