MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas last week to report back summaries & insights from the conference sessions. This report is on “Transforming the Impact of VoC in B2B” by Michael Hoban, Senior Director, Market Research at LexisNexis Risk Solutions.
With a multitude of initiatives that gathered customer voice, it was important to synthesize them to identify actionable insights. This was called “building a VoC ecosystem”. LexisNexis Risk Solutions identified the customer which each initiative addressed and then assembled the initiatives into core competency groupings with common themes. Customer is considered anyone who has influence on the success of the business. Once the core competencies were identified, it became easier to integrate and synthesize information from the initiatives. They created an Insights Data Warehouse to store all of the customer data for reference and easy access.
Once the compiling and synthesizing is completed, it is important to communicate the process and the learning to key stakeholders: the what, so what and now what. Stay involved and follow up on what business does differently as a result of learning voice of customer. Be visible and tell compelling stories about insights and about MR team. Standardize communication as much as possible so that business leaders see consistent format of information.
- It’s about being visible and demonstrating you’re making a difference
- Following up with the organization is key – stay engaged and informed
- Keep it open; keep it light
- Be provocative and disruptive, but with purpose
For more background, read our pre-CRC interview with Michael Hoban on being a corporate researcher and the state of corporate research. [insert link to Hoban interview]