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How to Use Voice of the Customer Tools to Improve Messaging
We hear a lot about the importance of customers today. Their wants, needs and opinions can be the “make or break” information a business needs. For marketing departments especially, the focus on creating content that speaks to customers and keeps them engaged is critical.
With Voice of the Customer (VoC) processes it’s possible to capture what customers are saying and then turn that information into actionable tasks that make a brand more relevant and likeable.
How can your business do this? By fine tuning your VoC initiatives and focusing on translating data into appropriate messaging.
Tools to record data from customer feedback across channels and networks are a great place to start. You want to know what people are saying - no matter where they are saying it. Invest in tools that capture these sentiments in real-time and can deliver feedback for your next moves based on what they are saying.
That means understanding where your customers are most likely to be (using a chatbot to message you, sharing social updates or using your own website as their tool of communication.)
Once you know where you need to collect data and what information is going to help you to do things better, you need to pick tools that offer those features you need. After all, what good is a VoC tool that focuses only on surveying customers when none of yours will be online to fill them out?
While customer feedback surveys are a great way to get information about how to do things better, there are still so many other ways to gain key information that can be used to win customers in the future.
Consider for example using A/B testing where you try different copy on a webpage or sending out the same email newsletter but with different headlines to see which converts more. Gauging customer engagement levels in this way and understanding click through rates or using heat maps on your website can all unveil the keys needed to revamp your marketing strategy.
Edited by Maurice Nagle