Product Mastery Now for Product Managers, Leaders, and Innovators cover image

545: A product management case study on unlocking customer insights – with Kristyn Corrigan

Product Mastery Now for Product Managers, Leaders, and Innovators

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Unveiling Member Insights Through VOC Research

This chapter explores the vital role of Voice of the Customer (VOC) research in understanding member needs and enhancing engagement within an organization. It highlights the methodologies used in qualitative interviews and AI-driven analysis to gather authentic customer insights. Through a detailed discussion, the chapter illustrates how effective segmentation and storytelling can inform product development and prioritize innovation for current and prospective members.

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