Listening to Customers

Twenty years before the phrase Voice of the Customer* arose, Frank Lynn & Associates began researching the needs of end users. During projects, this input provides the critical insights required to develop channel strategy recommendations. Many clients don’t ask customers about their channel needs. In some cases, clients even consider the channel to be the customer (thereby overlooking the needs of the actual customers).

Our “Listening to Customers” process is an iterative approach to capturing end-customers’ expectations, preferences and aversions as they relate to channels. Our process is illustrated below.

* Voice of the Customer™ is a registered trademark of VIRTUATel Limited