Voice of the customer (VOC) initiatives have gone mainstream. Unfortunately, too many companies doom their VOC programs from the start.
The problem isn't that brands aren’t collecting feedback. In fact, companies are gathering more feedback from customers and visitors than ever before.
The problem is that brands fail to realize the primary value of VOC data. Information culled via customer feedback is valuable because it creates internal alignment and provides insights that allow brands to execute quicker than the competition.
https://www.cmswire.com/customer-experience/why-your-voice-of-the-customer-data-isnt-actionable-and-what-to-do-about-it/
According to the latest Customer Experience in Marketing Survey 2017: Greater Expectations, Greater Challenges, in two years 82 per cent of B2B CMOs expect to mostly or completely compete on the basis of CX, compared with 76 per cent for B2C marketers.
Meaning that competing on price and product or a combination of both is becoming much less important. This is big, really big, because creating great customer experiences will require tenacity, dedication, long term thinking, integration of data, collaboration and a cross company approach where everyone is involved. No. Mean. Feat.
https://which-50.com/why-the-customer-experience-matters/
Back in 2015, I wrote a post titled Hey! You Got Your Metrics in My Journey Map! In it, I advocated for mappers to add data to their journey maps. I wrote that…
…mapping tools had to evolve because people failed to see the value in mapping with the then-current approaches; in addition, maps were not proving to be that catalyst for change that they are designed to be. In order to be that catalyst, maps have to be actionable. And the only way they can be actionable is if you have some data to support or to drive that action. Executives love data and metrics, right? Data-driven decisions are all the rage, and rightly so.
What kind of data? There’s no shortage of data, right?! Obviously, the data needs to be related to the journey you’re mapping, but here are some examples of the types of data you can add to the map.
http://customerthink.com/why-do-i-need-data-in-my-journey-maps/
The digital age has brought with it a horde of data. And coming from various sources and in large quantities, the availability of this data has created many new and insightful opportunities for digital marketers. Modern digital marketers are using data in a myriad of ways, such as gauging success (with Key Performance Indicators, or KPIs), driving improvement (e.g. campaign effectiveness or website usability) and boosting lead generation. However, this heavy reliance on intelligent marketing data necessitates an analysis solution, which comes in the form of dashboarding software.
https://mopinion.com/kpi-dashboarding-software-digital-marketing-managers/
In a recent white paper we created about health care data, we borrowed from Dr. Seuss: “Data here, data there, data going everywhere. Near and far, far or near, data going out my ear.” It’s pretty safe to say that statement is true for all industries today, especially marketing.
The burning question is: “How are we using our data?” Or, from a more proactive standpoint: “How do we use our data to drive us, not drown us?”
https://www.forbes.com/sites/forbescommunicationscouncil/2019/01/11/voice-of-the-customer-using-digital-analytics-to-strengthen-your-content/
In a data-driven world, brands require a more comprehensive, data-driven approach to managing their reputations. Most large brands I know view reputation management as the process of managing online ratings and reviews. And indeed having a system of soliciting and managing customer ratings/reviews is important.
Ratings/reviews are the lifeblood of your reputation. The more reviews you have online, the more findable you are on Google, and the more likely it is that customers will choose to do business with you. In fact, nine out of 10 people regularly or occasionally read reviews online.
http://www.lsainsider.com/the-future-success-of-your-brand-depends-on-the-voice-of-your-customer/archives/
Voice of customer (VOC) programs are becoming increasingly popular with marketers, but there are some general do’s and don’ts to follow if they're going to succeed.
CMO reached out to three industry commentators to reveal what’s hot and what’s not on their voice of customer approach and what it takes to successfully create and implement a program.
But first, let’s be clear on what a voice of customer program is comprised of. According to InMoment customer experience expert, Andrew Park, a comprehensive voice of customer programs is comprised of four distinct components: Listening (collecting data), understanding (analysing data for insights), sharing (distributing the insites across the enterprise), and taking action.
https://www.cmo.com.au/article/633504/do-don-ts-voice-customer-programs/
Customer churn in the age of information is a fact of life for every business in every industry. Customers have unprecedented access to data, enabling easy comparisons of alternatives, as well as hassle-free provider changes with a simple click of a button. With Accenture reporting that 77% of consumers are no longer loyal to any particular brand, companies must work harder than ever to retain their customer base. It is well known that the acquisition costs of converting new customers far outweigh the cost of maintaining current customers, further motivating companies to find and implement innovative customer retention strategies. Technology-based customer retention solutions provide powerful platforms and fresh approaches, and most importantly, practical frameworks and processes to successfully engage with customers at scale. They have been proven to consistently decrease churn and improve a business’ bottom line.
http://customerthink.com/technology-based-solutions-to-enhance-customer-retention-strategies/
Voice of the customer data is one of the easiest, most timely, cost-effective and well-rounded data you can get. Surveys are done mostly online and are simple to create, analyze and reference. Programs like SurveyMonkey are fast, intuitive and easy platforms to use. You may have seen ours. SBJ sends surveys a couple of times a year and we have utilized the voice of our reader to relaunch our print edition, improve our website experience and shape our events. Our customers’ feedback has been an invaluable resource. You will continue to see SBJ respond to your feedback with action toward improvement.
http://sbj.net/stories/opinion-how-to-put-data-into-your-playbook,59676/
Consider the rise of customer success. Because 74 percent of consumers feel contacting customer service is a frustrating experience, few speak up until they’ve had a truly bad time. The trouble is, just one negative experience is all it takes to send more than half of consumers packing for a competitor.
That’s why, instead of waiting for customers to call in, customer success managers monitor usage data like average session duration and login frequency. Although customers might hesitate to reach out about a page that won’t load, constant refreshing can signal that they’re struggling. Among U.S. adults, 87 percent want companies to proactively contact them before small issues turn into serious trouble.
https://www.entrepreneur.com/article/322362/
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