Teams creating products and services need the voice of the customer to inform their choices. Customers determine value. They will pay for what is an equal exchange of money for products or services.

What happens when the customers can’t be engaged?

Do their needs, wants, and desires get considered during development?

I’m reminded of this simple line from “The Lorax” when I think about customers.

Their insights are important. Customers are in the driver’s seat, we just seem to forget that fact, occasionally.

Finding the voice of the customer

I like simple lists. Easy to read, better for keeping in mind.

• First, talk with customers
• Second, survey customers
• Third, represent customers

Realistically, we can talk with customers without much trouble. But, sometimes we can’t talk to them.

Instead, we can survey them. We have to be direct and not steer the survey to our way of thinking. Considering biases, this is tough, but not impossible.

Once have enough information, we can represent the customer. We can create composite customers who represent many insights our actual customer share.

It’s all “meta” beyond real customer interaction. Even then, we’re getting a sample of all current and future customers.

For most of us, it all seems complicated. In reality, it’s not. It’s like deeply listening to family or good friends.

Customers deserve our attention and time. Just like family and friends.