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  1. The more granular the listening the more tactical the insights tend to be. This is likely true across all research methods but especially so when it comes to VOC data.

    In general, there are 4 key levels to consider when thinking through levels of granularity for Voice of Customer data:
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  2. When you run a busy operation that serves thousands of customers, it can be easy to overlook the benefit of asking your guests what they think occasionally. After all, when sales are strong and business is running as usual it can seem like an unnecessary exercise. If there was really a problem, your customers would tell you, right? Not necessarily.

    Regularly soliciting your customers for feedback isn’t just so you have reassurance that everyone is happy. Customer feedback can play a much more significant role in the overall experience one has with your brand, service, and its representatives.
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  3. As a member of the online retailer, The Iconic’s executive team, Anna Lee, is at the forefront driving strategic growth plans and leading over 200 people in her role as the firm’s chief operating officer. Lee recently spoke to Which-50 about successful approaches she has led that allowed her firm to innovate, and how best to employ emerging technologies.

    Lee said there are a vast array of innovative technologies available but at The Iconic their focus is on innovating to cater to the fundamental needs of their customer.

    “At the heart of innovation is doing something you are already doing either differently or better. It’s all about changing your mindset to approach something more imaginatively and effectively,” Lee said.

    “We like to test and learn, before rolling out new methods and features. As a business, we innovate by continually testing new updates to create the best shopping experience for our customers – from our Snap-to-Shop feature, which allows customers to image-search for similar items, to our one-hour delivery trial to new supply chain processes.”
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  4. You’ve heard it before but I’ll say it again…Listening to the Voice of the Customer (VoC) is crucial for businesses looking to compete based on customer experience. And while this couldn’t be more true, surprisingly, nearly 75% of companies still feel that their VoC programmes aren’t effective and that they’re failing to drive actions. That is to say that these companies are listening to their customers but lack the wherewithal to turn insights into something meaningful and profitable for their business. This is where VoC tools come into play. One that comes to mind is Usabilla.

    So let’s take a look at some of the competitors and alternatives to using a tool like Usabilla.
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  5. Every organization has a unique way of interacting with customers based on its organizational culture, a system of shared assumptions, values, beliefs, and behaviors that govern people’s behavior within the organization. The way employees of an organization interact with customers creates the image or perception of the company to its customers. Even more, every customer’s perception is unique as it is not merely about the way the organization interacts with the customers, but also includes the way the customers perceive it.

    Customer experience is the cumulative effect of customer’s perceptions and related feelings caused by each interaction with an organization’s employees, systems, channels or products. Therefore, it is not enough to merely group the customer perceptions into a set of bands by asking a series of rating questions (typically on a scale of 0 to 10). These questions barely break through the surface of customer’s feelings and do not come near understanding the true voice of the customer.
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  6. Established in 1926, Schoonenberg Hoorcomfort is one of the oldest companies in the hearing aid industry. Today, it is part of Sonova, which is present in 90 different countries across the world. The top hearing specialist in the Netherlands, hundreds of thousands of hearing-impaired people have put their trust in Schoonenberg to help them find a hearing solution.
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  7. Everybody is talking about customer experience (CX), but like many other hot industry terms, it can mean different things to different people. I like the Wikipedia definition: “Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences during their experience.”

    Marketing definitely has a significant role in supporting each of these components. But the old adage that marketing gets the customer and customer service keeps the customer is overstated. A reputation for great service can help the company get customers and marketing has an important role in keeping them.
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  8. The retail landscape is undergoing rapid change. It has always been one of the first industries to be affected by economic fluctuations or political turbulence, but when you add to that the myriad of other factors impacting the sector today—chief among them being technology—traditional retailers and disruptors start speculating about and often fearing the future.

    For starters, the retail industry is and will continue to be alive and well for the foreseeable future. A recent study by Deloitte predicted that “consumers will spend confidently throughout 2018.” In fact, the research highlights that the sector is expected to see a growth of 3.2% to 3.8% this year. This projected growth is for the global retail industry, which includes brick-and-mortar and online formats. The competition and the wide range of choices in channels and formats is also expected to continue, according to the study. The customer has always been king—and despite the changes the sector is undergoing, retail has remained and will likely always be the customer’s kingdom.
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  9. I once wrote that to be joyful we must capture the natural occurring humor of reality. Extrapolating the idea of seizing natural occurring opportunities, I’m a fan of gleaning customer experience lessons from news headlines.

    Here are three quick examples of customer experience lessons just waiting to be plucked from recent news stories:

    +Only one Blockbuster Video store remains
    +Papa John’s Pizza removes likeness of the company’s founder in the aftermath of his use of a racially offensive word
    +Voice search is on the rise
    Tags: , , by eringilliam (2018-07-19)
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  10. When you’re truly in sync with your customers, it shows. Communications are personalized and thoughtful. Customer support is frictionless. New products are consistently well received. And customers are happy to send new business your way.

    But that kind of synchronicity is pretty rare. Despite all the customer data and technology at our disposal, most companies don’t know their customers as well as they think they do. As a result, they overlook the pain points damaging the customer experience. When left unattended, that gap can quickly grow into a chasm.
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Mopinion: The Leading Voice of customer Tool

Mopinion is a proud sponsor of voice of customer news. The voice of the online customer is taking on an increasingly important role when it comes to improving websites and apps. So web analysts and digital marketeers are making more and more use of Voice of customer Tools in order to collect Voice of customer. Mopinion takes it one step further and offers a solution to analyse and visualise Voice of customer results from your websites and apps wherever you need them. The real challenge for companies is not about capturing feedback, it is about how to make sense of the data.