If the foundation of B2B business success today is the “customer experience”, how do we discern customers’ expectations for that experience? The logical place to start is with “Voice of Customer”. Unfortunately, the landscape is littered with a multitude of offerings and techniques all clustered under this one banner. Let’s throw on our orange jumpsuits and try to clean it up a bit.

So, to have any measurable value we have two key requirements for any Voice of Customer initiative: