What CEOs Need to Know About Voice of the Customer Research With Expert Tonya Bjurstrom

Episode • Mar 1, 2022 • 34m

Voice of the customer research is more than just sending out a customer survey or asking for a review. It involves conducting strategic interviews, often handled by a third party, to get targeted insights for your business. Every CEO should be looking at voice of the customer research, which is why I invited expert Tonya Bjurstrom, founder of Dirby Group, a voice of the customer research company, to join me for this episode of Sales Talk for CEOs. In it, we discuss everything that CEOs need to know to get started with voice of the customer research.

In this episode, you’ll learn what voice of the customer research is, its benefits, and how you can use the information for customer retention and growth. Tonya also shares examples that demonstrate the power of voice of the customer research—when you learn how it’s worked for other companies, you’ll want to try it in your business too. Finally, we discuss how to structure your interviews using KDIs, and how to know when it’s time to employ voice of the customer research in your business. This episode has everything CEOs need to know to get started with voice of the customer research. Dive in now!

Highlights:

2:47 Customer listening: the missing element

6:45 Using voice of the customer research for retention and growth

7:16 Why you should use a third party to get voice of the customer data

11:00 The key benefit of voice of the customer research

13:29 Voice of the customer example 1: saving a big client

19:00 Voice of the customer example 2: avoiding a bad investment

27:22 Identifying KDIs – key desired insights

30:12 Knowing when to conduct voice of the customer research

Quote:

“Who better to help you understand why companies should buy your product than companies who bought your product?”

Connect with Tonya Bjurstrom in the links below: