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Structured Visits – Cross Functional Team

Our last post was an overview of what is a structured series of customer visits, and a high level overview. This next post in the series will dive deeper, and discuss the importance of structured customer visits being cross functional.

Even though structured customer visits are technically “marketing” research, for them to be valuable requires that many of the key groups in the organization are involved. Assuming that the program of visits is to either verify, or confirm your assumptions about a customer need that you are targeting a development program around, there are many stakeholders that have a dog in the hunt.