Marketers: Mind the Voices in Your Heads!
- ssullivan15
- Oct 17, 2023
- 3 min read
I’ve always said that one of the biggest challenges for any marketer is balancing the “voices in our heads.” In my mind, there are three distinct voices to which I pay particular attention throughout all strategic planning and tactical execution activities: the Voice of the Customer, the Voice of the Solution and the Voice of the Business. While it’s commonplace for marketers to elevate the voice of the customer as the top priority, failure to harmonize all three will lead to strategic and/or tactical misses somewhere along the line.
Let’s start with the Voice of the Business (VOB), as it is the foundation of any strategic decisions a company makes. The VOB encapsulates the identity, values and aspirations of an organization. It is the collective expression of its mission, culture and strategic objectives. This voice resonates not only internally but also externally, shaping how the business is perceived by its stakeholders.
Internally, the VOB guides employees, fostering a sense of purpose and direction. It includes overarching business objectives, influencing decision-making, strategies and daily operations. A strong and clear business voice should unify teams and drive organizational success.
Externally, the VOB is conveyed through branding, messaging and the customer experience. It tells customers, partners and investors what the company stands for and what they can expect. When this voice is consistent and aligned with the company's actions, it builds trust and loyalty.
In the dynamic realm of solution development and marketing, the Voice of the Solution (VOS) has emerged as a crucial concept. It represents the essence of a solution, conveying its purpose, functionality and appeal. This voice serves as a bridge, connecting the creators with the consumers, facilitating mutual understanding of the value and fostering success.
The VOS, whether a product or service, emanates from a deep understanding of the target audience’s needs and desires. It speaks to the user, addressing pain points and offering real relief. In a world inundated with countless options, a clear and compelling voice distinguishes a solution from the rest of the noise. It not only tells potential users what the solution does, but more importantly, it demonstrates the true value to the end user.
Crafting the VOS involves meticulous consideration of design, features and branding. It requires a clear understanding of what the solution does and does not do … and why those things actually matter to the market. It's not just about words; it's about the emotions and experiences a solution’s value elicits. It encapsulates the essence of a brand, resonating with the company values and mission (i.e., the VOB).
Finally, the Voice of the Customer (VOC) is a critical and influential factor in any business's success. It represents the wants, needs, expectations and preferences of the customers. It should serve as the guiding force in decision-making for a company. Understanding the VOC is crucial for creating products and services that genuinely address their problems and desires, resulting in higher customer satisfaction, loyalty and strong brand equity in the market.
By actively listening to the VOC through surveys, feedback and market research, companies gain invaluable insights that help shape their strategies, design and overall customer experience. Moreover, this proactive approach enables businesses to stay agile and adapt to changing market dynamics.
In a customer-centric world, embracing the VOC isn't merely a choice but a necessity for companies looking to thrive and outperform their competitors. It's a continuous dialogue that fosters a strong and lasting relationship between businesses and their clientele, ultimately driving growth and success. In the end, the VOC dictates how the company and its solutions evolve over time.
Listening to and acting on the VOB, VOS and VOC are imperative to building marketing and brand strategies that really work. Remember, what we’re striving for is harmony among all three voices. It takes discipline to listen to them, but doing so and achieving that harmony will help ensure your marketing efforts are more successful and rewarding in the long run.
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