Ashish VaziraniPrincipal,ZS Associates
John DeSarboPrincipal,ZS Associates
Bhargav ManthaManager,ZS Associates
Kyle HellerManager,ZS Associates
As a high-tech company, is your finger on the pulse of your channel partners? More to the point, can you hear what they’re saying? And most importantly, are you positioned to do anything about it … before it’s too late?
An alarming and telling fact that should command our attention: one-third of U.S. reseller partners have dismissed a technology vendor in the past year alone, according to a recent industry report.
“How can my company accelerate its Voice of Customer program to meet rapidly changing customer needs, constant innovation and diminishing resources?”
It’s encouraging to see increased attention paid to Voice of Customer (VoC) programs. Asked where marketing and sales collaboration most needed to improve, more attendees at a recent Global BMA Conference selected "customer and competitor insights" than any other issue—including traditional marketing stalwarts such as branding and value proposition.
Every year around Saint Patrick’s Day, I find myself reminiscing about my first trip to Ireland when I was in college. It was a memorable experience as I was captivated by the Irish people, culture, natural beauty, music and ... whiskey.
Being focused on B2B doesn't mean marketers should dismiss the Voice of Customer (VoC) market. New technologies and an increased desire to understand the customer experience have propelled the recent rise of VoC programs, and I have noticed a perception among some marketing leaders that these solutions are only useful in the B2C space.
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