To keep their companies in shape, managers must explain to employees what customers experience and expect. The head of marketing is typically charged with gathering market research on customers and their expectations. Most heads of marketing that I’ve seen gather “voice of the customer” research for product design decisions, but they don’t do enough to help employees understand what customers are looking for. They don’t create an ethic of being truly customer-driven. Here are three ways they can.
How Marketing Can Lead Process Improvement
To keep their companies in shape, managers must explain to employees what customers experience and expect. The head of marketing is typically charged with gathering market research on customers and their expectations. Most heads of marketing that I’ve seen gather “voice of the customer” research for product design decisions, but they don’t do enough to […]
September 06, 2011
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Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.