We’re noticing a disturbing trend: industry reports are pointing out that most VOC programs are struggling to prove value. Some reports say that as little as 15% of today’s organizations feel their programs are successful. What’s behind that?
Software seems to be getting the blame for the lack of VOC success, but it’s not always the software that’s the problem.
Many companies have the wrong expectation of what software is meant to do in a VOC program. And to make it worse, companies rarely wrap their software investment in the right CX strategy – one that guides action and cultural adoption.
http://customerthink.com/are-you-expecting-too-much-from-your-voc-software/
Marketers are a loud group. We're constantly yelling promotions, trying way too hard to show how cool our brands are, or peddling product to the masses. We're so focused on the outbound that we've completely cannibalized any chance at having conversations with our customers.
Even with voice of the customer strategies, that methodology doesn't help the customer to confirm that his or her voice matters. Most customers feel that the only way to show their voices is to either publicly fan the flames of social, or to use the power of their dollars to show their dissatisfaction. Marketers would be smart to just shut up and listen. It's better for the customer, it's far less inflammatory, and it's better for business.
https://www.retailcustomerexperience.com/blogs/why-its-time-for-retail-marketers-to-start-listening/
A new voice-of-customer management system is not only closing the loop on client experience feedback for international money transfer company, OFX, it’s also actively informing products that build competitive edge.
OFX commercial director, Sarah Bernhardi, told CMO the company previously used a third party to manage its Net Promoter Score (NPS) program, conducting a quarterly pulse check on customers. This meant client feedback was being collected months after interactions, and wasn’t specific enough to take action off the back of.
https://www.cmo.com.au/article/650688/how-real-time-customer-feedback-loop-helping-ofx-find-competitive-edge/
Companies work hard to listen to the voice of the customer (VoC) and innovate based on what they hear, but passive listening isn’t enough. I’ve found that you must always be on the lookout for new ways customers can connect with you and seamlessly share information to help you deliver products that better meet their needs.
The B2B technology company for which I work is doing some pretty amazing things in this area with many longstanding, and recently established, customer outreach programs. These programs serve as templates for active listening that are uniquely and directly connecting customers with our CX team, customer service and support — and more specifically with product development and product management.
Feedback channels are ongoing resources for us and help ensure that we approach VoC and product innovation from the customer’s perspective, developing new products and features that align with their current and future needs.
http://customerthink.com/4-ways-to-align-customer-feedback-and-product-innovation/
Are you sending out CX (customer experience) surveys days or even weeks after the customer interaction? If so, have you considered what the consumer’s experience of that might be and how that impacts on their perception of your brand? Or have you thought about some of the great opportunities the delay in your process precludes? Do you wonder what impact the delay has on future survey engagement or worse, customer loyalty?
These are some of the questions I cover in this post. The importance of capturing feedback in real-time should not be underestimated, particularly if you want to impact CX on an individual customer basis. While it is relatively easy to achieve in an online environment, it is much more challenging in a brick-and-mortar context, so I will offer some ideas on how to do it at the end of the post.
http://customerthink.com/why-you-need-to-capture-customer-feedback-in-real-time-and-how-to-do-it-in-brick-and-mortar-businesses/
On one level, retail marketing is all about getting your brand message across to your customers through channels including online, print, brick-and-mortar store signs and social media. Aside from communicating your message, however, it’s also increasingly about the reverse: listening to your customers.
Constant active listening through monitoring customer feedback and conversations will allow you to improve the performance of your business across the board. It also gives you insights into your business that you may have never noticed another way. Based on my experience, here are five takeaways on using customer feedback.
https://www.forbes.com/sites/forbescommunicationscouncil/2018/12/10/stop-look-and-listen-five-lessons-on-customer-feedback/
A 360-degree customer journey is a set of ideas and methods meant to take you from vague promises of being “customer-centric” to a concrete process for measurably offering more value to customers. By better understanding individuals and groups of customers, you’ll find ways to make your products more useful and smooth out the buying process, building an engaged audience for your brand along the way.
https://mopinion.com/360-degree-customer-journey/
In B2B e-commerce you must focus on your online tactics and technology, bringing in new customers, and keeping the existing ones happy. You also have to maintain an optimal revenue mix of new and repeat customers, to boost business growth and achieve sales goals. We discuss five B2B e-commerce tips to boost sales and increase repeat customers.
https://www.martechadvisor.com/articles/ecommerce/improve-b2b-e-commerce-sales-and-increase-repeat-customers/
Having an online business is not everything unless you are improving your user’s experience when they visit your website. Whether it is redirecting them from a certain link or creating web pages that are easy to find, you’ll have an easy time creating emotional connections with users.
But how do you create emotional connections with users? How do you help them aptly respond to issues and provide feedback? Through a digital customer experience management system. It is a program designed to help you understand how customers interact with your brand online.
https://thecostaricanews.com/how-to-improve-on-digital-customer-experience-management/
Businesses around the world are having to constantly shift and adapt to the changing tides of consumerism. This is no different for the retail industry, considering it could cease to exist without customer demand. As 2019 inches closer, the time to re-evaluate your various marketing and advertising strategies and campaigns in a way that will stand out in the over-saturated world of a Google search is now.
Enter customer-driven marketing; a strategy that can transcend any campaign for any industry if done correctly. To instill a customer-driven marketing approach to your store, you’ll need to first ensure there is consistency for your customers in the form of processes, that you’re curating content specifically for your target market and customer-base, and that you’re gathering data through customer feedback.
Together, you’ll be able to implement these tactics your various approaches on gaining new customers, maintaining the level of satisfaction for current customers, and winning over those who are still a bit unsure of the experience your store offers.
https://www.retailcustomerexperience.com/blogs/the-necessity-of-customer-driven-marketing-for-retail/
