This video shares the highlights of a presentation I gave to the Silicon Valley Product Management Association (SVPMA) in August, 2021. In this video, I share a Voice-of-the-Customer (VOC) model and how Customer Advisory Boards (CAB), social media, and many other listening posts fit within it.

Here are a few items I explore:

  • What are “listening posts” in a B2B (business-to-business) context?
  • Different listening posts reveal different things.
  • Why companies need a strategy for gathering/applying customer directional guidance.
  • 3 types of information to listen for. 
  • How to balance VOC objectives (customer satisfaction versus learning how to stay relevant in the market). 
  • Understanding my pyramid VOC model. * Who owns the VOC model? 
  • The importance of interviewing customers. 
  • 5 tips to help you become a more effective customer interviewer.

For more best practices on VOC, Customer Advisory Boards, and Customer/Partner Interviewing, please visit:

CAB Resource Center:

KickStart Alliance: