In today’s marketing environment, it isn’t enough to tell a story. Companies also need to listen to customers. This means tracking customer opinions, preferences, and feedback with Voice of Customer tools and strategies.
What Is the Voice of Customer?
Voice of Customer solutions allows companies to leverage customer opinions and criticisms to improve customer service and product offerings. It works on the principle of focusing on likes and dislikes, addressing pain points, and establishing a relationship with a customer that will improve retention rates and increase brand loyalty.
The first step to Voice of Customer marketing is to listen to what customers have to say about products and services. This listening can take place on social media, review sites, or call transcripts and focus groups. When data on customer feedback is gathered, a VoC tool generates insights that guide the next steps and be translated into action.
Why is the Voice of Customer Essential?
The business environment is intensely competitive, especially with many companies with similar offerings fighting over space and attention. Voice of Customer allows companies to find their ideal customer rather than waiting for visitors to find them. VOC solutions make it easier to build a loyal customer base.
Having a cutting-edge idea and developing a standout product is not enough to attract customers and keep them. Customer experience is as essential to brand success as having the next version of a popular item. Many customers are willing to pay a premium for customer service, and a Gartner survey found that 89% of businesses expect to compete mainly based on customer service.
Most people can identify situations where they have put customer service as a high or higher priority than the actual product or service. Perhaps it was an ice cream store with myriad flavors, but the lines were so long, and the server made so many mistakes that the entire experience was disappointing, even though the ice cream was tasty. Customer experience takes visitors to a store or a site feel valued and creates a lasting impression.
The first step for implementing a VoC marketing strategy is to collect data. The most valuable data is anything connected with customer feedback on products. It is also useful to look at reviews about competitors. These can be retrieved from various sources, such as social media sites, review sites, and product pages.
Identifying and retrieving data is more efficient with a web scraper, a tool that lifts the HTML code and from web pages and allows analysis of actual pages. It is recommended to use a web proxy and a scraper to block the user’s IP address. Websites often discourage these activities and may block the user, but there is no way to ban the actual user if the IP address is hidden.
The advantage of using a web scraper is that it allows scaling of data retrieval to collect hundreds of web pages on an ongoing basis. User-generated data should provide the advantage of reflecting the most current state of customer sentiment about a brand, but this also means that data collection should be refreshed regularly with new information.
Social media and updates provide spontaneous consumer opinions about a brand. To locate these discussions, tools can provide notifications when a brand or competitor is mentioned on social media platforms. Keeping an eye on conversations of company product pages offers opportunities to communicate directly with customers.
Review sites give direct feedback on features and products. Immediate responses to both positive and negative criticism give customers the impression that they care about what they say. Negative reviewers can turn into fans based on how company representatives respond to their criticisms, primarily when the pain point is addressed and corrected.
Once the data is collected, the analysis will yield clues on what actions to take. Create different categories for the feedback, including common problems, pain points, features people like, and more, and they have The input can be relevant to specific categories, such as product development, customer service, and branding.
Tools can locate topics according to keywords and sort the passages of feedback accordingly. Also, sentiment analysis tools can interpret emotions and attitudes in the text that can impress how customers feel about certain aspects of the brands and products.
Besides, the analysis can provide information about customer categories that can guide segmentation. Organizing customers into various personas can guide marketing efforts and create multiple streams of promotions and communications meant to appeal to specific kinds of customers.
Adapting and Implementing New Strategies
VOC analysis gives direction to company strategies and guides product development, customer service, and marketing efforts. If feedback reveals that customers are happier with the choice of darker colors in a nail care set, the product can be updated accordingly. If people responded more readily to customer service chat than online FAQs, more emphasis could be placed on chat.
Letting customers know when their feedback has been implemented creates a sense of appreciation and loyalty. It also gives the customer sense that they have a stake in the brand and makes it more likely they will recommend it to others. Having a two-way conversation about a brand creates a long-term connection with customers.
Giving Customers a Voice
Feedback is essential for any company. It is essential to listen to it and answer ith with improved product offerings and customer experience. Creating a dialogue with consumers through VoC marketing strategies strengthens brand awareness, and opens communication channels.
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