Hardware Podcasts

Why Voice of Customer is Essential in Marketing w/ Dave Loomis

The Manufacturing Executive · 29 Dec 2020 · 40m · Episode 29

What this episode covers

Dave Loomis, President of Loomis Marketing, explains the 'Voice of Customer' (VOC) methodology as a structured, open-ended discovery process distinct from casual customer feedback. He details how to orchestrate VOC meetings to uncover desired outcomes rather than just feature requests, citing a case study where a sterilization equipment manufacturer shifted from selling VHP machines to offering a decontamination service based on customer budget constraints. Loomis also advocates for using trade shows for deep research and recommends resources like 'New Product Blueprinting' and 'Jobs to Be Done' for implementation.

Most relevant to

established companies

Topics

Mentioned

Companies
Loomis Marketing, Stratogen, Industrial Sage
Also
Marketing Is Everything We Do, New Product Blueprinting, Jobs to Be Done, Tony Ulwick, Danny Gonzalez

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