Are you building your business strategy around what you think your market wants… or what your customers are actually telling you? In this episode of Put Me In, Coach! I'm Ready to Scale, host Eugene Terk sits down with Dave Sluka—Scaling Up Coach and practice leader at MAGNET—to explore the critical role of Voice of the Customer (VOC) data in strategic growth.
Dave breaks down why relying solely on internal assumptions or basic Net Promoter Score (NPS) surveys can create blind spots. You'll learn how to structure unbiased customer interviews, navigate internal resistance, and convert raw feedback into actionable quarterly priorities that move the needle.
Resources Mentioned
Key Takeaways
- Beyond the Echo Chamber: Why leadership teams often fall trap to believing their own internal narrative instead of market reality.
- NPS vs. VOC: How NPS shows you where to dig, while Voice of the Customer conversations do the actual digging.
- Finding the Root Issue: Why feature requests are usually just symptoms of deeper, underlying problems customers will pay to solve.
- Third-Party Neutrality: Why customers share unfiltered truths with an objective interviewer that they would never reveal to your sales team or CEO.
- Turning Insights into Action: A simple 3-step framework for turning market intelligence into execution-ready priorities.