Voice of Customer Strategy

Ultimate Guide to Voice of Customer Strategy www.repustate.com

Introduction Voice of customer is simply defined as listening closely to your customers with the aim of discovering what they like and dislike about your brand, products and service.

Customers and the marketplace are always changing, so determining voice-of-customer is a marketing activity that should be always-on.

A major part of doing this involves creating or looking for channels where clients express their feedback about your brand, like customer surveys, product reviews or social media posts. These are priceless sources of insights that can help you know your customer, improve your product, reconsider your pricing, or help you guide your marketing strategy. The main challenge of figuring out voice of customer is finding the most insightful information buried in all your different text data.

Text Analytics, Sentiment Analysis & Voice of Customers Text analytics is an automated natural language process used to extract high value insights from unstructured text data such as emails, business documents, social media posts, news articles and survey responses. It helps marketing departments be more confident and data-driven when they are trying to interpret their voice of customer. It allows them to understand consumers at a deeper, more emotional level.

Knowing how your customers feel about your brand requires using sentiment analysis to identify, extract and analyze comments where customers have expressed their opinions about your brand, or those of your competitors. This is often referred to as social media listening. This is a specific application of text analytics that specializes in the analysis of sentiments or emotions found in text data, especially social media posts from Twitter, Facebook and YouTube.

How to Discover Voice of Customer?

Data sources for VoC

How to build a successful VoC strategy?

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Building a customer-centric culture requires a long-term commitment from all company stakeholders from top to bottom.

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Ensure full stakeholder alignment, from leadership to employees on the need for a customer centric company.

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Establish what topics are most important to your customers and align business objectives with them.

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Determine the data you already have, and the additional data you will need to collect, and how you will collect it.

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Create programs to capture any data you might not presently have. For example, post purchase or customer service.

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Determine which VoC tools you might need to best analyse the data such as a sentiment analysis API.

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Collect and capture the data and have your marketing department analyze it for relevant insights.

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Apply the insights to your VoC strategy to improve customer experience, acquisition, retention, profitability and service.

Understand your data, customers, & employees with 12X the speed and accuracy.

Thank you!

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