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10 Common Voice of the Customer Mistakes

PHOTO: Brent Ozar We have the technology to listen to customers, but we're still not getting customer experience right. According to the State of Customer Experience 2017 report from business process services company Conduent, brands fail to provide 80 percent of customers with first-step resolutions. Further, 75 percent don’t provide enough support to encourage successful self-help.  Some brands have turned to Voice...

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Bringing Value to Online Data

PHOTO: Kane Reinholdtsen As the influence of social media continues to proliferate, so does the volume of online consumer insights available to companies. The ability to successfully filter, capture and analyze actionable data is extremely lucrative for data-driven organizations. According to a 2017 McKinsey study, organizations that leverage consumer behaviorial insights outperform their competitors by 85 percent in terms of sales...

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Your Customers Are Speaking: Are You Listening?

PHOTO: freestocks.org If you’re a business owner and it isn’t clear to you that the customer’s voice is the most important voice to hear, you’ve been living under a rock. Now, more than ever, customers expect their needs to be met, and they expect their feedback to be addressed right here, right now. Now that social media has made it easier...

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The Customer Is Always Right, Right?

PHOTO: Isaiah Rustad Potential customers often mistake Synup for a full service marketing agency. It isn't — its product focusses solely on managing the local marketing and reputation of businesses. It doesn’t take care of, for example, content marketing.  Another concept some customers don’t get is that Synup works on a subscription-based model, Synup's CEO Ashwin Ramesh said. Customers have told the firm they...

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Let Voice of the Customer Shape Your B2B Content Marketing Strategy

PHOTO: Samuel Zeller Let’s face it — content is at the core of modern marketing communications. Content that is useful, helpful or entertaining will win mind-share and wallet-share as we move ahead into a marketplace where multiple parties are competing for the attention of potential customers. In order for your content to connect, you first have to learn what’s important to your...

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Looking for Your Next Big Idea? Ask Your Customers — and Really Listen

PHOTO: Sticker Mule Silicon Valley can at times seem like an idea factory, a Wonka Chocolate wonderland for inventing the future and disrupting the status quo. Belief in that idea has launched a thousand startups. So what if only a few reach the farther shore? That’s normal: new ventures and pursuit of the next big idea are a high-risk proposition. The next...

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Put Voice of the Customer Feedback Into Action With the Usability Approach

PHOTO: Hal Gatewood As a product manager and usability expert, I work with both marketing and R&D teams to deliver a product that meets users’ needs and expectations and provides value. Our approach is to build a product with a strong base that offers most of the expected capacities considered important for our particular domain. Then we bake in the capability for...

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Why Your Voice of the Customer Data Isn’t Actionable (and What to Do About It)

PHOTO: Jakob Owens Voice of the customer (VOC) initiatives have gone mainstream. Unfortunately, too many companies doom their VOC programs from the start. The problem isn't that brands aren’t collecting feedback. In fact, companies are gathering more feedback from customers and visitors than ever before. The problem is that brands fail to realize the primary value of VOC data. Information culled...

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Mastering the Art of Emotional Customer Experience

The art of emotional customer service is one you can master, provided you listen to and respond to customer needs PHOTO: Nathan Dumlao Forrester Research predicts that by 2020, 80 percent of the buying process will occur without any direct human-to-human interactions. But what happens after the purchase has been made? Do customers still want to be independent, or do they want to...

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