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The voice of your customer is the most valuable product research you’ll ever receive
The voice of your customer is the most valuable product research you'll ever receive - and it's already paid for. Yet in most CPG organizations, those insights never reach the people who need them most. Your customers are literally telling you how to improve your products every single day. They're doing your R&D for free! But instead of this feedback reaching your product teams, it's dying a slow death in an employee's Excel spreadsheet. A critical mistake CPG brands make is siloing customer feedback within the consumer affairs department rather than creating an information [...]
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