V.O.C. is an acronym that we are seeing a lot these days, and for good reason. The acronym stands for "Voice of the Customer", and it emphasizes the importance of doing our research on our customer's business. If we want to be a trusted advisor (or simply improve our odds of success) we need to understand the customer - and it's important to hear it directly from them.

V.O.C. is good, but it can be taken to the next level. Our research efforts will only be improved if we get a unique set of insights into the customer by finding out what it's like to be on the receiving end of their business. With this in mind, we'd like to introduce the concept of V.O.C.C., or the "Voice of the Customer's Customer".

One way to get this V.O.C.C insight is to actually be a customer. This is easier in some cases than others. Are you calling on Europcar? Rent your cars from them. Calling on Samsung or Apple? Use one of their devices. Calling on Sam's Club? Get a membership. It's nice when this works, but what if you are calling on the entire automotive sector or several companies in the tech sector? Not so easy.

In many cases, a more practical way to do this is to go downstream in the supply chain of your customer, identify some of their customers in your networking efforts and conduct research meetings with them. Consider these types of questions:


What is it like to be a customer of (Company name)?
What do you enjoy most about working with them?
How do you feel about their (innovation/service/support/direction...)?
What do they do that exceeds your expectations?
What frustrates you about working with them?
What do you wish they could do for you that they currently cannot do?


By gaining this kind of information, your knowledge will be deeper, your insights stronger, and your presentations more compelling.


V.O.C.C. - the next level of our research.