Voice of the Customer (VOC) analytics
A goldmine to understanding customer motivations and behavior
Zoom out to zoom in on your customer’s POV
VOC analytics is a powerful, data-driven means of taking a step back. It enables an organization a broad enough view to see the bigger customer experience picture and, more importantly, see that image from the customer’s perspective.
Through uncovering needs, wants and expectations in relation to products, services, support and the brand as a whole, VOC analytics serves as an effective complement to customer journey mapping as it reveals the motivating factors that shape customer behavior.
Organizations have a potential goldmine of actionable data at their fingertips. VOC analytics draw on these internal data sources and blend it with data that sits outside the company’s walls to provide insights that can have a positive impact on cost to serve, customer lifetime value, loyalty, advocacy and retention.
Use social listening to tap into your brand perception
The findings from direct surveys including traditional voice of the customer programs, CSAT and NPS are combined with information within CRM systems, plus data deriving from contact centers (such as call and online chat transcripts). This internal data is then augmented through social listening.
Social listening taps into conversations about a brand and its wider business sector that are taking place across the major social networks, review aggregation sites and even the mainstream or specialist media. This external data is crucial in putting internal findings into perspective.
When executed correctly, within clear parameters, VOC analytics will optimize customer journeys and also help organizations to manage their brands and reputation and to uncover wider trends within their industries or sectors. All of this can then be used in creating and maintaining a consistent customer experience.
VOC analytics reveals the motivating factors that shape customer behavior