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Paul Weener

Paul Weener

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Most B2B companies use the Voice of the Customer as input into key processes, such as strategy development, quality improvement and new product development. The problem is how to integrate the various sources of customer input into a coherent action plan. 

The voice of the customer is heard from multiple channels, including: 

  • Customer service reps
  • Technical support personnel
  • Sales personnel
  • Customer surveys
  • Blue Ribbon and other customer panels
  • Social media, including LinkedIn, Facebook, Twitter and online communities

At IntelliQ Research our solution is to integrate all sources of customer input into a Strategic Improvement Map (SIM) that has four quadrants. This SIM is useful for identifying those issues on which customers are dissatisfied but which are very important to customers.

These Primary Improvement issues need to be distinguished from those issues that are equally as important to customers, but on which the company is performing well – the Primary Maintenance issues. The remaining two quadrants contain those issues that are relatively less important to customers, the Secondary Improvement issues and the Secondary Maintenance issues.



Using either a structured or a more open-ended process, each of the sources of customer input can be positioned within the Strategic Improvement Map. This SIM is then used as input into strategy development, new product/new service development, and quality/process improvement.

For more information about how to integrate multi-channel customer input into a coherent plan for business growth, contact me by email at pweener@intelliqresearch,com or call me at 814-234-2344, X 222.

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