It’s no longer good enough to listen to customers just for the sake of listening. In the age of the experience, brands need to listen to improve the customer experience if they have a hope of staying relevant.
Enter voice-of-the-customer (VoC), a concept used in business and IT to describe the in-depth process of capturing customer’s expectations, preferences and aversions.
According to Forrester, companies are using VoC programs to collect and analyse customer feedback, inform customer experience (CX) improvements, and track the results of those improvements. But while VoC has been on the radar for several years, maturity across companies and their VoC programs is at extreme ends of the spectrum and many are just getting started.
https://www.cmo.com.au/article/631432/listening-why-customer-voice-taking-whole-new-meaning/
As the influence of social media continues to proliferate, so does the volume of online consumer insights available to companies.
The ability to successfully filter, capture and analyze actionable data is extremely lucrative for data-driven organizations. According to a 2017 McKinsey study, organizations that leverage consumer behaviorial insights outperform their competitors by 85 percent in terms of sales growth and by more than 25 percent in total profits.
https://www.cmswire.com/customer-experience/the-customer-voice-bringing-value-to-online-data/
