Voice of Customer

ATTAIN VALUABLE INSIGHTS DIRECTLY FROM THE SOURCE

 

Listen To Learn, Analyze To Act

Deliver uniquely memorable
experiences by actively listening
to customers and applying their
feedback when making decisions.

Awareness & Perception

Establish how well consumers know your brand and then uncover how you are viewed within the competitive marketplace.

Marketing Effectiveness

Track and measure the impact of your brand messaging campaigns by comparing awareness and perception results over time.

Satisfaction & Loyalty

Are your customers happy enough to keep coming back? Remove the guesswork of crafting memorable experiences by tapping directly into the source of experiential feedback.

Defection Analysis

Treat lost customers as a valued resource to identify the reasons they left and determine what can be done to improve in those areas.

Awareness & Perception

For up-and-coming brands, or even established brands looking to expand their products/services, it’s important to answer the question, “Are consumers aware of our brand?” This is the first step in developing a strong, long-term marketing strategy and will provide a reliable benchmark for future reference. If the answer is unequivocally YES, then next steps can be taken with confidence. If the answer is NO or SOMEWHAT, then a short-term strategic shift or new initiative might strengthen the foundation and make future efforts more successful.

When brand awareness reaches the desired level, a Voice of Customer Brand Perception study will empower leadership to compare their desired brand image with the actual brand image that exists within their target markets. Quickly identifying gaps between the intended and actual brand images provides the opportunity for immediate action. Making necessary adjustments to marketing initiatives in real-time is a much more effective and efficient approach to brand management than reflecting on past events with hopes of predicting an uncertain future.

Marketing Effectiveness

Even the most powerful brand messaging won’t have an impact if it does not reach the intended consumer group. So understanding the effectiveness of current marketing efforts is a valuable step before launching a new campaign or investing in marketing content creation.

In addition to marketing reach and visibility, it’s important to consider the impact of specific brand messages. If the goal is to shape or reinforce brand image, customer feedback is the only way to measure marketing effectiveness. If the goal is to motivate action, such as visiting a website or purchasing a particular item, then sales tracking is one way to measure marketing effectiveness. However, transaction data doesn’t address purchase decision drivers so it’s difficult to attribute a sale to a particular marketing campaign. Again, direct customer feedback is required to identify their decision drivers.

Satisfaction & Loyalty

Digital platforms, both social and shopping, have forever changed the consumer experience. At the same time, in-person experiences are still relevant and need to be aligned with the online experiences to provide a seamless, fluid flow between the real and digital worlds. Furthermore, consumers want personalized experiences that adjust as quickly as their preferences and favorite trends. This can be an overwhelming ordeal, or it can be as straightforward as direct and open two-way communication with your customers. This is the power of an ongoing Voice of Customer satisfaction program.

By understand what your customers want, listening to how they feel your brand is performing, and being open to improvement suggestions, you will have all the data-driven insights you need win customer loyalty.

Defection Analysis

Customers that leave a brand for a competitor usually have specific reasons for doing so; whether tangible or intangible. In the case of a lost customer, it’s extremely valuable to understand WHY and WHAT (if anything) would bring that customer back. Sometimes nothing can be done and the customer is simply lost; but other times a simple adjustment can make a big difference.

It might feel awkward at first, but reaching out to lost customers is actually beneficial in more than a few ways. For starters, you show customers that you care about them and that you still value their opinion. This is a strong gesture and it’s a way to passively reengage consumers who might consider returning. There’s also valuable feedback to be gained regarding a major concern that is likely driving other customers away as well. Without hearing from these customers, their issues might continue impacting business indefinitely. Another benefit is the competitive insights gained by asking where they went and why they chose that brand. Knowing to which brand you’re losing customers can be a competitive advantage if the questions are asked correctly and the insights applied appropriately.

JennyVoice of Customer