How to Use ‘Voice of Customer’ Tools for Your Business
Voice of the Customer (VoC) is a research method that's used by businesses to describe the needs and requirements of their customers. This process captures everything that customers are saying about a business, product, or service and packages those ideas into an overall perspective of the brand.
Listen to Your Audience to Meet Consumer Expectations
Do you truly understand your customers? I’m not talking about creating personas, doing keyword research and looking at your demographics (although that’s important too)!
I’m referring to listening to what your audience actually wants and needs to improve the customer experience.
This is a research process that captures what your audience is saying, and how that relates to your brand. Businesses do this by gathering consumer feedback, whether that’s a survey, focus group or online reviews.
Voice of Customer tools can help you:
Ï Explore and evaluate new products and services
So, how can you use Voice of Customer tools to better your business? Here are 4 ways:
Here’s an example of a company who listened and responded to what people wanted: 1-800 Contacts, the world’s largest contact lens provider. They used surveys to gather consumer expectations with a company called Qualtrics.
One respondent jokingly asked the company to send him a candy bar and guess what? They did! This led to them implementing a program where they give gifts to people.
As a result, they increased their order rate by 3.8 percent and grew their NPS 13 points in just three months. Net Promoter Score (NPS) is a management tool that is used to measure the loyalty of your customers; learn more here.
There are numerous survey tools out there, from Survey Monkey to VWO, so you can find the right format for your needs.
Ï Keep it brief. People don’t want to answer 50 questions about their experience. Limit your survey to about five questions, and let respondents know that it will only take a few minutes of their time.
Here are some great questions to ask that should elicit some useful responses:
Ï How can we improve your customer experience?
Discovering consumer expectations this way has a higher cost, but it can provide amazing insight and impress your consumers with a more personal type of interaction.
Not sure? Here’s an example from Febreze. Originally, P&G tried to sell their scented sprays by claiming it fixed smells in your home, with dismal results. The problem was that most people don’t know or don’t think that their homes smell, so why would they need Febreze?
So P&G hired a research company to interview people on how they used the product. They heard that those who sprayed Febreze did it to freshen a room as part of their house-cleaning routine, not to cover up odours.
As a result, the company positioned Febreze as a product to enhance your existing routine. Within two months, sales of the product doubled.
3. Your Website
However, by taking analytics to the next level and capturing behaviour, you can learn even more about what your audience is doing. From where they’re scrolling to on a given page to heat maps that show which content they’re interacting with, there are many tools that can show you what your visitors want and need from you.
Hotjar uses heat maps to understand the users of some of the world’s biggest brands.
4. Social Media
By observing what your audience is doing, engaging with people who interact with your brand and starting conversations, you can learn so much about the people who are interested in your brand.
Also, social media now serves as a customer service platform; rather than write a letter or an email to a business, people now turn to social media to give praise or to complain.
As tempting as it may be to delete negative comments or ignore them in the hopes they’ll soon be buried, don’t! As Bill Gates said: “Your most unhappy customers are your greatest source of learning.”
This blog article explores how to create landing pages that will help boost your marketing efforts. Read more.
Consumer expectations are higher than ever, and it’s critical to understand the people who are potentially buying what you’re selling.
Does your business use VoC tools to help gather vital customer data?
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ABOUT THE AUTHOR
Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.
As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.
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