Sales Talk for CEOs: What CEOs Need to Know About Voice of the Customer Research With Expert Tonya Bjurstrom (S2:E5)

Mar 3, 2022 | Sales Talk for CEOs Podcast

What do your customers really think of your company, your service, your employees?

Have you done a survey lately?  Were you nonplused by the results? A few compliments, a few complaints but nothing that would really help you make impactful changes.

We need to hear from our customers and we need an in-depth understanding of how they perceive us so we can strive always to make it easier to be our customer and harder to be our competitor.

Every CEO should consider doing 3rd party Voice of the Customer research. The information that comes back is game changing.

Voice of the customer research is more than just sending out a customer survey or asking for a review. It involves conducting strategic interviews, often handled by a third party, to get targeted insights for your business. Every CEO should be looking at voice of the customer research, which is why I invited expert Tonya Bjurstrom, founder of Dirby Group, a voice of the customer research company, to join me for this episode of Sales Talk for CEOs. In it, we discuss everything that CEOs need to know to get started with voice of the customer research.

In this episode, you’ll learn what voice of the customer research is, its benefits, and how you can use the information for customer retention and growth. Tonya also shares examples that demonstrate the power of voice of the customer research—when you learn how it’s worked for other companies, you’ll want to try it in your business too. Finally, we discuss how to structure your interviews using KDIs, and how to know when it’s time to employ voice of the customer research in your business. This episode has everything CEOs need to know to get started with voice of the customer research. Dive in now!

Watch the podcast below or on our YouTube channel.

Highlights of this Episode:

[2:47] Customer listening: the missing element

[6:45] Using voice of the customer research for retention and growth

[7:16] Why you should use a third party to get voice of the customer data

[11:00] The key benefit of voice of the customer research

[13:29] Voice of the customer example 1: saving a big client

[19:00] Voice of the customer example 2: avoiding a bad investment

[27:22] Identifying KDIs – key desired insights

[30:12] Knowing when to conduct voice of the customer research

About Our Guest

During Tonya’s broad and successful career she has worked in sales, in marketing, and in business development. She has worked with start-ups, with SMBs, and with large, global organizations. Regardless of the role or size of the company, it is Tonya’s skilled curiosity that is key to the impact she makes. Her genius is knowing how to ask the right questions, in the right way, to uncover valuable insight and new opportunity.

The Founder of Dirby, Tonya is the Voice of the Customer for B2B, delivering the insight clients need to grow revenue and profit, secure customer retention, elevate the customer experience and build the confidence they are on the right path.

Tonya is also a shelter animal advocate and sits on the Board of Directors for the Humane Society of the Pikes Peak Region, one of the largest animal shelters in the US. At home, she has three rescued dogs and a cat – an orange tabby named Linus.

Show Links

Connect with Tonya Bjurstrom in the links below:

You can learn more about and connect with Alice Heiman in the links below:


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