Overcome the Boardroom Sound Barrier: Use the Voice of the Customer to Enhance Decision Making

Does your company have a “Boardroom Sound Barrier?” As market researchers, do you feel like the voice of the customer (something your team diligently focuses on) often fails to permeate the upper reaches of the organization? How can you ensure the needs of your customer are considered in the corporate brand strategy?

As market researchers, especially for quantitative programs, we wallow in data. We take comfort in the concreteness of a percentage point or the significant rise in a trend line.  But for those outside of the research department, presenting information in this manner may not be the most persuasive approach.

We find that having an important piece of data, along with an anecdote, is more likely to resonate and be memorable.

Techniques that enhance research findings, like video or text analysis, can provide you with the means for making your data “speak” to the executive committee or sales team.

As market researchers, especially for quantitative programs, we wallow in data. We take comfort in the concreteness of a percentage point or the significant rise in a trend line. But for those outside of the research department, presenting information in this manner may not be the most persuasive approach.”

For example, when presenting a graph showing that moms say 28% of children do not like the taste of your brand of vitamins, take the added step of including a video clip of Maureen from Florida talking about her worries, as a mom, for her kids’ nutrition. Deliver this in a board meeting, and in less than 5 minutes you’ll have created a memorable moment that is more apt to stick in the minds of your audience.

Since we typically have the attention of the executive team for just a few minutes, here are ideas to consider to represent the Voice of the Customer:

  • Forgo most of the background, methodology, quality assurance etc. They trust us to do our jobs.
  • Pull only a few key points that directly impact your brand that for take-aways.
  • Consider coupling a quantitative data fact with a memorable, relatable qualitative story.
  • Recap briefly what they saw and heard, and why it is important to the brand.
  • Ask for another 5 minutes at the next meeting.

By keeping the information brief, focusing only on the most important data points, and making it a memorable story, time on the next Board or Executive Committee meeting agenda should be easier to secure and your impact should be more powerful.

Looking to amplify the Voice of the Customer with your executive team? We can help you tell your story.

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