Voice of the Customer or VoC converts raw opinions and feedback into action points for a company’s marketing strategy. It could play a big role in enhancing the effect of the company’s products, services, and campaigns. This article will share steps to make VoC part of an organization’s messaging approach.
There is no denying the significance of consumer reaction and response in today’s competitive marketing environment. No matter what industry a company operates in, there is a big chance they will face tough competition from startup companies and need to refine their brand’s messaging for more impact constantly.
According to research from cloud-based platforms for real-time response collection across physical and digital channels, these moves underscore the need to effectively, accurately, and efficiently analyze reactions and obtain actionable insights.
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These things encapsulate customer sentiment and feedback from different channels into a comprehensive and single picture. A strong VoC program can be pretty beneficial in fine-tuning service and product strategies, as well as marketing campaigns so that organizations stay in sync with target market expectations. So, how can organizations leverage this method for more efficient, effective, and accurate marketing communication in 2021?
Steps for a successful VoC program in 2021
This program lets brands consolidate, collect, as well as act on consumer feedback in a significant way. Beyond getting metrics on the brand campaign, it can offer useful suggestions on the way forward. For instance, VoC polls can reveal various reasons, most consumers purchase or avail of an organization’s product or services. These reasons can be synced into the company’s web copy to attract conversion. Listed below are some steps organizations can follow to increase this method in 2021?
Acknowledge that his method has an expansive definition
The first thing people need to do is to ask what this process is. The answer is not one-dimensional at all. On the surface, it may look like another way to get feedback. But once the company starts exploring what it is, other impacts and benefits may emerge. Why do clients use the company’s product?
Have they switched from different brands? Are clients using other products with your company’s offering? All of these things fall under the definition of this process. There are also other VoC methodologies businesses need to consider, including one-on-one interviews, social media, chatbots on their website, or site browsing patterns. Acknowledging these issues can help strengthen programs.
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Choose the Voice of the Customer the perfectly suit your needs
This step is very important to the success of the program. It will define the actionable and reach of the company. For example, organizations can use various tools that analyze site behavior. It also generates heat maps that indicate places where messaging applications should be altered, user Interface elements that need to be changed, and pages with high traction.
People should also adopt a 360-degree VoC tool to help them improve their customer service. And if the highly customized poll is what companies are looking for, they can consider tools like Google Survey 360. These things can offer high-detailed researches of consumer sentiments that can be converted into actionable through advanced responses.
Do not limit yourself to surveys
Remember that this thing has a comprehensive definition. Marketing experts can go far beyond conventional surveys and collect consumer sentiment information from different sources. One element that should be in every marketer’s toolkit is NPS or the Net Promoter Score. It uses a couple of essential questions to rank every consumer as a promoter or detractor of the brand.
While the Net Promoter Score offers a good view of the VoC, methods like contact center information and focus group analysis provide companies with more granular insights. Experts recommend a mix of these methods. Start with focus groups to try out new messaging approaches or products, and validate findings with information from other sources.
Identify opportunities for making this thing a part of the messaging process
Making responses actionable is the priority for any voice of the customer programs. First, people need to identify opportunities for marketing copy and messaging improvement. For instance, do their email campaigns have an excellent open rate but with poor click-through?
It suggests that while email the email subject line is spot on, there’s a dissonance in the primary body design and copy. Companies should formulate questions that directly address the opportunity they have identified. These questions could be, “What made them purchase or avail themselves of the company’s product or services for the first time?” Or “Which features did they find easy to understand?” And realign the body according to answers for more effective email marketing campaigns.
Aside from emails, opportunities for integration include article topics for content strategies, copies on landing pages, offline campaign taglines, as well as social media platform posts. If Adobe did not have customer satisfaction mechanisms, companies would not know if they were providing customers with the kind of content that was actionable for them.
The bottom line
According to recent studies, there is a good chance that organizations that are experts in consumer engagement will collect feedback compared to firms that love to experiment. Only sixteen percent of experts faced hardship in collecting reactions across different channels, while there are twice as many firms who love experimenting found this to be a significant problem. It suggests that there’s a direct connection between a firm’s feedback gathering and action capabilities, as well as their business success.