If your investment in voice-of-the-customer (VoC) is intended to help you grow revenue, then VoC in business-to-business (B2B) situations should represent all of the influencers of buying decisions, As shown in the recent article in Understanding Business-to-Business Purchase Decisions, only a third of B2B companies are identifying and collecting inputs from all of the buying influencers. And still fewer are consolidating the viewpoints to create a holistic picture of reality.
Read more at https://www.business2community.com/b2b-marketing/b2b-voice-customer-integrating-decision-influencers-views-01956648
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