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

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-12-29
- Length: 40m
- Episode: 29
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-12-29-why-voice-of-customer-is-essential-in-marketing-w-dave-loomis
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-15f94f24-207a-4965-a6b9-4cd6ba53323c

## Summary

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.

## Chapters

- [0:50](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-12-29-why-voice-of-customer-is-essential-in-marketing-w-dave-loomis#t=50) Introduction: Dave Loomis and his book 'Marketing Is Everything We Do'
- [5:28](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-12-29-why-voice-of-customer-is-essential-in-marketing-w-dave-loomis#t=328) Defining Voice of Customer (VOC) vs. casual feedback
- [9:22](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-12-29-why-voice-of-customer-is-essential-in-marketing-w-dave-loomis#t=562) The VOC meeting recipe: Roles, rules, and open-ended discovery
- [22:02](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-12-29-why-voice-of-customer-is-essential-in-marketing-w-dave-loomis#t=1322) Case study: Sterilization company pivots from product to service
- [29:40](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-12-29-why-voice-of-customer-is-essential-in-marketing-w-dave-loomis#t=1780) Conducting VOC at trade shows and avoiding 'leading the witness'
- [35:03](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-12-29-why-voice-of-customer-is-essential-in-marketing-w-dave-loomis#t=2103) Actionable steps: Starting with best customers and recommended resources

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

established companies

## Mentioned

- Loomis Marketing (company)
- Marketing Is Everything We Do (other)
- New Product Blueprinting (other)
- Jobs to Be Done (other)
- Stratogen (company)
- Tony Ulwick (other)
- Industrial Sage (company)
- Danny Gonzalez (other)

## Related episodes from other shows

- [S2E40 Voice of the Customer, Using Questions, and the Technology Adoption Life Cycle Curve | Ted Newill](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc) (Being an Engineer)
- [212: The Customer Experience for New Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products) (Product Startup)
- [077: Using Prospective Customers to Develop a Product](https://hardwarepodcasts.com/podcast/product-startup/2021-05-26-077-using-prospective-customers-to-develop-a-product) (Product Startup)
- [Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-11-marketing-thats-seen-heard-and-felt-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [Ep. 31 - Going to Events](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-10-24-ep-31-going-to-events) (Open Hardware Manufacturing Podcast)

## Citing this page

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