Use Voice of the Customer to Improve Customer Experience

Posted by Tom Smith on Mon, Mar, 14, 2016 @ 12:03 PM



In the age of "big data," a lot of companies forget about the value of having a conversation with their customers and listening to the voice of the customer (VOC).

Knowing your customer, treating different customers differently based on desires, needs and wants will lead to more productive marketing.

The information you get by talking to customers can inform your marketing plan to ensure martech is more effective in reaching prospective customers, and providing relevant information of value when and where it does the customer the most good.

While "listening" to the customer online can provide some valuable insights, it does not permit you to establish a personal rapport that can lead to an insightful dialogue that allows you to ask follow-up questions.

I am a huge proponent of using VOC to understand what big data cannot tell you:

  • Why did you decide to buy the product or service you did?
  • Why did you decide to make the purchase now?
  • What was the deciding factor for you?
  • What was the shopping and evaluation process like for you?
  • What can we do to make it simpler and easier to do business with?
  • What can we do to save you time?
  • What would you define as an outstanding customer experience?

Having a conversation with customers can provide tremendous insights, as well as huge competitive and financial advantages.

The more you, and your employees know about your customers, the better customer experience you can provide.

Let me know if I can help you.


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Tags: voice of the customer, customer insights