eringilliam: voice-of-customer*

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  1. The case for capturing, understanding and acting on the Voice of the Customer (VoC) is well documented. It’s a powerful driver for change, and helps to create differentiation in competitive markets. You’ve mapped your customer journey, defined key touchpoints, identified the channels through which to gather feedback and you are taking action based on the insights rolling in. Fantastic.

    But are you still missing something?
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  2. Companies spend millions of dollars on Voice of the Customer (VOC) tools. The goal? Understand their customers and prospects in order to improve products, customer service, messaging and marketing. These tools include surveys, focus groups, customer service reports and athlete or celebrity endorsements, among others. However, collecting and measuring the true Voice of the Buyer (VOB) is often not in the mix of the typical VOC initiative.
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  3. There is no questioning it; we are living in the age of the customer. Superior Customer Experience Management in 2019 is widely recognized as one of the most important and defining competitive advantages.

    With the amplitude of information and options at their fingertips, customers now hold most of the power. This is why the Customer Experience (CX) has become a top attribute on which brands compete, and the need to conduct a Voice of the Customer (VoC) program has never been greater.
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  4. Tides are shifting in retail marketing. The final sale is no longer the end goal — certainly, it’s important, but as competition for retail business intensifies, creating an exceptional consumer experience that increases lifetime value is taking priority.

    Retail brands are rethinking the way they approach marketing to consumers. Rather than designing channel-specific strategies that segment the marketing message, we’re seeing the focus move to a cohesive experience across all touchpoints. The strategy is called omnichannel marketing, and it’s helping brands take a more holistic approach to customer relations.
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  5. Does Customer Experience matter more for B2C companies (business to consumer) or B2B (business to business)? The answer is they both matter equally. The reason is because people buy from people. B2B buyers are behaving like consumers more than ever before. Though CX methodologies differ, the principles and best practices are similar and it’s important to apply them to B2B and to B2C.
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  6. Data-driven Voice of Customer analytics is proven to increase lifecycle value and reduce churn by delivering the insights companies need to dramatically improve brand and product experiences. There are six steps involved in building an effective VoC analytics program:
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  7. What do revenue, retention and reputation all have in common? Yes, they all start with the letter R, but more importantly, they all revolve around the customer. And like those three words, everything in your business should too.

    Your customers fuel your organization’s most important initiative: revenue. But increasing revenue would be nearly impossible without retaining the customers who impact your bottom line. How can you work to retain those customers as you continue to evolve, innovate and grow your business? Develop a consistent voice of the customer (VoC) program that meets your customer’s emotional needs and drives your brand’s reputation throughout each experience.
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  8. A key aspect of optimizing your customer experience is creating a consumer-centric mindset both in your organization and throughout the buying process. Doing this well requires listening to the way consumers are talking about your brand and its products or services, as well as their needs and requirements, commonly referred to as the voice of the customer, or VOC.

    In order to better understand how to use VOC and the types of feedback that your customers are providing, let’s divide it into three unique aspects, each with their own distinct attributes and value to an organization. In the work I do with clients at Yes&, all three of these facets are used to form a cohesive picture of what a customer needs, what their experience has been and how they are feeling about a brand.
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  9. “You can’t manage what you can’t measure,” goes the oft quoted saying by Peter Drucker.

    Delivering excellent Customer Experiences is the competitive differentiator between brands and delivering that primary goal is dependent on listening to customers and understanding their intentions.

    DOWNLOAD this white paper and learn how to efficiently stay on course to achieve exemplary Customer Experience targets with the combination of Voice of the Customer data and Journey Analytics.
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  10. Great customer experience in today’s business landscape begins with understanding what customers expect and demand from interactions with your brand. Taking a customer-centric mindset to CX means first listening to what customers have to say and then acting on their preferences and aversions. The voice of the customer (or VOC) consists of three distinct types of customer feedback: direct, inferred, and third-party.
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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.