Listening to the Voice of the Market: How to Increase Market Share and Satisfy Current Customers »

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 people in this global marketplace, you are searching for that edge that will help you increase market share. In this book, Dr. Reidenbach, teaches you how to identify, and capture the Voice of the Market and then use that data and a new understanding of it to make your organization market-focused. It is not about hijacking customers with one-time special pricing. Instead, it is about applying the proper tools and processes to move your organization from a production or sales orientation to a truly market-based focus.

Listening to the Voice of the Market: How to Increase Market Share and Satisfy Current Customers is not for the lazy entrepreneur. Of course, interviewing internal customers is much simpler and probably less painful than probing the thoughts of those customers who have so far eluded you. But with this book as your guide, you will develop surveys that are more than skin deep, learn how to deliver them to the right people, collect information that is useful, and then turn that information into action steps that will help you cultivate customers who feel listened to, which is the first and most obvious step in building loyal relationships.

Sect. I Defining the YOM

Ch. 1 Customers or Markets? 3

Ch. 2 The Product/Market Matrix Identifying Which Voice to Listen to 15

Ch. 3 Customer Value versus Customer Satisfaction 33

Sect. II How to Listen

Ch. 4 Collecting the VOM 45

Ch. 5 Questionnaire Basics 61

Ch. 6 Building the VOM Architecture 75

Ch. 7 Modeling Market Value 85

Ch. 8 Understanding Your Competitive Value Proposition 101

Ch. 9 Loyalty and Vulnerability Analyses 113

Sect. III How to Use the YOM

Ch. 10 Driving Competitive Planning with the YOM 131

Ch. 11 Identifying SS Projects with the YOM 145

Ch. 12 Monitoring Change Effectiveness with the YOM 161

Ch. 13 Managing Your Net Promoter Score with the VOM 175

Index 187