Customer research. Customer interviews. Voice of customer. Whatever you choose to call it, this is something that many companies THINK they're doing.

But in reality, most are just trying to create a setting for hearing what they want to hear from their customers, for collecting testimonials and ultimately, for selling them more stuff.

In this episode, I talk with author and President of Loomis Marketing, Dave Loomis. A deep expert in voice of customer with well over 10,000 hours of customer interviews under his belt, Dave will tell you what voice of customer work REALLY is, how to do it right and how to put what he calls "customer outsights" to work in a way that benefits both you AND your customers.