Heather Smiley
Mass Mutual at Work
Why Your Customer’s Opinion Matter Most
Isn’t it surprising how many companies don’t consider the customer when sending its product to market? Seems silly, right? Well, this is the behavior that Ernan Roman, the President of ERDM is trying to change. This practice is called “Voice of Customer” or VOC.
His star pupil is Heather Smiley, the CMO of Mass Mutual at Work who is serious about the VOC. “We all know that in today’s world, customer’s expectations change minute by minute and we wanted a way to not just get tiny snippets of that, but get an in-depth view,” says Smiley. With VOC they stay on top of the customers needs and wants.
In this special episode of Marketing Superstars, I talk to both of them to discuss the implementation of voice-of-customer, expand it across the entire organization, and how to measure its impact.
Highlights
- What is ERDM? 2:20
- What does Mass Mutual do? 3:40
- Tools Implemented to Understand the Customer 7:30
- The Journey to Voice of Customer 10:00
- Changing your product using voice of customer 13:30
- Understanding the Three Dimensions of the Customer 15:05