In this presentation we will explore how a well-designed and executed Voice of the Customer program can provide SAM teams with the insights and direction needed to strengthen relationships with strategic accounts. Topics to be covered will include: • Effective approaches for conducting VOC research – 5 best practices for VOC Design • Key questions that provide a candid assessment of your performance • Tips for discovering sensitive information on your competitors • From insights to action: how to design an effective engagement strategy based on customer feedback • Using VOC to uncover unmet needs and areas of future growth and opportunity.