Elias explains the importance of using VoC research to differentiate your offering: “In crowded markets, just getting the basics right doesn’t cut it ... If a customer could say “Oh, this is like Competitor X, but better, it’s a very, very bad marketing idea!"
Today’s VoC discoveries are next year's “un-challenged beliefs”. Infinite choice in music was what customers wanted in 2005, but careful curation is what they want in 2012―though it may not be what they want in 2013. Conduct VoC research annually to make sure your ideas are in sync with the rapidly changing needs/expectations of your customers and prospects.