Voice of the Customer is a term that’s commonly being used to describe the process of using digital technologies across various customer touchpoints to collect, analyze and interpret customer feedback and data.
Sounds straightforward. But in today’s digital world, keeping pace with the changing habits and behaviours of customers has never been so challenging.
Digital and social technologies create new and exciting opportunities to collect market research and connect with digital savvy consumers. But, moving from a method-driven approach to a consumer-centric approach poses challenges when it comes to deriving insights in a timely manner.
Many companies are collecting a lot of data about their customers but they lack the ability to quickly turn that data into insights and action. Furthermore, the number of customer touchpoints are increasing across every organization.
Sales, marketing, customer support, and even market research departments all have direct access to customer touchpoints. But when an organization is looking at finding ways to collect feedback to derive actionable insights, many organizations struggle with the question: Who owns the voice of the customer?
We believe that effectively capturing the voice of the customer lies at the intersection of marketing, CRM and research. And, adopting a consumer-centric approach (rather than a technology-driven solution) will result in a more effective way to collect data that can be turned into actionable insights.
A Customer-Centric Approach
The essence of a customer-centric voice of the customer program is about the intersection of:
- Asking consumers to provide feedback and have a dialogue with your organization by creating relevant digital experiences that will motivate consumers to share their opinions and participate in market research
- Being able to link an individual’s responses to a profile of their habits and behaviours, in a manner that ensures that their privacy and personal information are protected
- Listening to the dialogue about your brand or organization through the use of social monitoring technologies
- Observing how customers are interacting and transacting with your organization through methods such as web analytics or transactional data
- Utilizing both internal and external data sources that your organization collects from its customers
- Finally, being able to integrate all of this data into a near-real time snapshot that will help your organization quickly derive data-driven insights that result in action.
Delvinia, in partnership with AskingCanadians™, is launching a new service line that builds on the consumer-centric understanding of digital technologies and our ability to leverage digital tools to capture the voice of the customer and provide relevant solutions to derive insight from customer data.
Our Voice of the Customer service line includes programs, platforms and products designed to help companies efficiently and cost-effectively integrate the voice of the customer into any marketing or customer experience program. It will enable market researchers to derive insights in ways that will help them motivate consumers to want to share their feedback.
Keep watching this space for future posts about our approach to VoC.