Typically, when companies want to improve their products, they go to their customers. But why not reach further and explore the entire market? In this eye-opening book, Eric Reidenbach goes beyond the "voice of the customer" that so many consultants talk about to introduce you to a groundbreaking concept: the Voice of the Market. Like most business
Defining the VOM. Customers or Markets? The Product/Market MatrixIdentifying Which Voice to Listen to. Customer Value versus Customer Satisfaction. How To Listen. Collecting the VOM. Questionnaire Basics. Building the VOM Architecture. Modeling Market Value. Understanding Your Competitive Value Proposition. Loyalty and Vulnerability Analyses. How to Use the VOM. Driving Competitive Planning with the VOM1. Identifying SS Projects with the VOM1. Monitoring Change Effectiveness with the VOM. Managing Your Net Promoter Score with the VOM.