Businesses talk a lot about customer-centricity but making it happen takes time, it’s hard work getting people to listen and act, and the process never ends. That’s the trajectory of the Voice of the Customer program at Fujitsu UK & Ireland, but it’s proved so successful that it is now rolling out across Europe and the US.

Ian Hunter, head of EMEIA marketing for the IT hardware and services giant, told the MRS Future of B2B Research conference (London, June 2019) that Voice of the Customer intelligence not only informs “every single management meeting”, it’s the lead item on the agenda. Hunter says that the information helps management to “talk about what matters to our customers, we talk about the scores that we’ve agreed are important, and we talk about the progress we’re making.” It is now central to several business processes – especially account reviews – and helps to establish a common language across the company. This allows people to act on what they hear.

Finding focus