It feels like our marketing planning and execution process is running faster than ever before. And it's easy to think we have all the answers when it comes to our customers, that we know who they are and what they want from our products.

But here's the thing-assuming we know everything about our customers' purchase motivations and the value they get from our products and services can lead you astray, encourage borrowing ideas from competitors (because, surely, they must know something that we don't), create ideas that aren't different from our competitors, and allow our products to fall into a "Sea of Same" trap.

This is where voice of customer data, or capturing and repurposing the words and phrases your customers use, comes in.

By gathering and analyzing these valuable customer insights, we can gain a deeper understanding of our customers' needs, preferences, and pain points.

But acquiring, capturing, and processing this data is one thing, what do you do with it once you have it? And how do you keep it fresh and updated so your insights can mature along with your customer needs?