How to Organize a VOC Road Trip
pg.3
By Chris Parks
We identified one installer and one consultant opinion leader by region using the following criteria:
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Opinion Leader |
% of Business in Churches |
Share of Church Market |
Orientation to DSP Technology |
Midwest |
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Western |
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Northwest |
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Southwest |
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Southeast |
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Eastern |
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Tactics
With our sampling strategy agreed upon it was time to set up the target interviews and get our cross-functional team prepared to conduct the meetings. Getting the meetings set up was not a problem because the target installer dealers were aware of, and supportive of, our brand even if they were not current DSP control system customers.
Once we established the interview schedule, the next step was to develop a discussion guide for the meetings. Let me start off by saying that nearly everyone has an idea of what they would like to ask a customer if they only had a chance, but we wanted to stay focused on gaining competitive advantage, so our goal was to tie current solutions and new product development to customer business problems. Keeping the discussion topics focused took discipline. Wait. Let me rephrase: it took a great deal of discipline. The team decided to focus our questions in 3 areas:
- Dealer installer (or consultant) business and market trends, objectives and success metrics
- Dealer installer (or consultant) operations, defining how DSP system suppliers effect cycle time or cost in each business process
- Trends in end customer (church) audio requirements, and the implications for DSP system architecture
