For B2B services organizations that are innovating, effective voice of customer research (VoC) is critical to de-risk the up-front investment in new product development.
There’s a writer's term-of-art (the origins of which are murky, with claims that it was coined by Earnest Hemmingway, Oscar Wilde, or William Faulker amongst others) that goes like this: to get to the best possible outcomes, you have to be willing to “kill your baby.”
Many business-to-business services organizations are beginning to realize the accelerated growth potential of scalable, more productized business models. The opportunity to create higher customer value at a lower cost has led many organizations to make big moves to capitalize on the promise of a productized business model and evolve their culture to be more "product friendly." They are looking to change their cultures to enthusiastically support their offerings' diversification and prioritize building new scalable products that augment their existing portfolio of 1-to-1 services.