Voice of Customer Data Collection Sources & How to Use Them
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Overview With customers being more vocal than ever about their lifestyle and choices, the sources for Voice of the Customer (VoC) data collection have evolved. Let’s dig deeper into these sources to develop a better strategy for capturing the Voice of the Customer. Knowing each source well is imperative as only then can you choose the right type of data source to harness the insights that you are looking for.
Types Of Data Sources
There are three types of data sources - Direct, Indirect, and inferred. Within these three main branches lie eight top-tier sources of customer data, which we will discuss in detail shortly. 1.
Direct Sources for Capturing Voice of the Customer
Direct sources where the customer directly interacts with you, the provider, either on the phone, by email or text chat, or by responding to surveys. We will examine these direct Voice of the Customer data collection sources - Surveys; Call Centers; Emails and text. 2.
Indirect Sources for Capturing Voice of the Customer
Indirect sources are still viewpoints expressed by individual customers, but they appear on third-party forums, review sites, and consumer pages. These will tend to suffer from the same sorts of biases as direct sources but may prove a little more trustworthy since users are less likely to pull their punches when they aren’t talking directly to a service provider.
3. Inferred Sources for Capturing Voice of the Customer Lastly, and more ambiguously, you can infer certain sentiments from customer behavior, based on the data extractable from your own sites and databases, as well as those of your competitors. These are - Website use; and Purchase History.
Which Are the Top Voice of Customer Data Collection Sources?
Why do we Need VoC Tools?
Understand your data, customers, & employees with 12X the speed and accuracy.
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