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.