Gartner Research

Improve Product Planning With Repeatable, Faster VoC Interview Sources

Published: 29 January 2019

ID: G00382744

Analyst(s): Ron Burns


Voice of the customer is foundational to product planning; yet traditional processes and internal channels for accessing customers can slow idea validation. Technology product managers at software providers can ensure timely VoC evidence with dedicated customer interview sources.

Table Of Contents
  • Key Challenges



  • Option 1: Maximize Existing VoC Programs
  • Option 2: Utilize Internal Customer Surrogates
  • Option 3: Create a Dedicated Product Advisory Board
  • Option 4: Budget for External Panel Services

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