Voice of the Customer is feedback about your products from users that focuses on their expectations, experience, and overall customer satisfaction.
Businesses use this data to craft their own unique brand voice. To establish a brand's voice, you need to constantly test options to find out what messaging resonates.
Once proper messaging is ready, businesses need to leverage existing customers and turn their experiences, direct feedback, and advice into shareable video assets.
As a result of aligning their brand voice with the customer's voice, they'll reach similar customers ready to buy.
Companies need to have Voice of the Customer programs to coordinate the data collection, analyzation, and implementation of insights in a systematic way.
Additionally, Voice of the Customer programs help businesses understand how customers use their products and what future features they'd like to see added.
81% of marketers believe their business will beat out competitors on the basis of customer experience. By carrying out changes based on customer expectations, they can achieve that.
Specifically, Voice of the Customer programs help businesses use their customer data to guide product and marketing decisions.
By having a VoC program in place, you'll be able to transform your messaging to make sure it's reaching your target audience.
Voice of the Customer Program Design
Voice of the Customer programs have three essential steps:
Collecting customer feedback
Analyzing customer feedback
Implementing customer feedback
It's especially important to remember that discovering the Voice of the Customer is a process that needs buy-in from all departments.
The only way for your company's Voice of the Customer to come alive and stay consistent is if every person actively uses it in public-facing materials. For instance, all marketing assets, emails, press releases, product features, and more.
With buy-in from everyone, brands can make sure their voice is channeled through all company-owned mediums. Voices that are spammy and annoying are major turn offs to buyers.
Graphic of Brand Behaviors that cause people to unfollow
To find out what Voice of the Customer works for their business, companies should gather customer feedback through surveys, customer interviews, or on client calls.
Since there are many different sources that companies can pull data from, it's important to unify your inputs, so data isn't compartmentalized in silos.
Once the data is unified, you can dig into the responses and extract insights.
To find insights, you need to know what you're looking for. To formulate or audit your existing brand voice, consider the following:
What customer voice is working? Why?
What customer voice is missing from our current funnel?
Where in the funnel are there gaps in the customer voice?
Which customer profiles of prospective buyers have customer voice?
Which need to be more aligned with the customer voice?
Once you have direction, see how you can adjust your product or marketing efforts to better align with your customer expectations.
It's most important to have a structured process for evaluating and implementing these insights.
It'll hold your team accountable to your Voice of the Customer program. You'll always have the most up-to-date view of your customer in your mind.
Over time, you'll need to update and evaluate your Voice of the Customer. This is essential to make sure your business is adapting to changing customer needs.
Let's outline each step in greater detail to make sure you have everything you need to bring your Voice of the Customer to life.
Voice of the Customer Step #1: Data Collection
The first step in setting up a Voice of the Customer program is to plan and execute your VoC data collection campaigns.
Without comprehensive customer feedback, you won't capture the full picture of your customer needs.
This data will help you understand how to channel an authentic customer voice and incorporate it into your sales funnel.
Moreover, by speaking the same language as your customers, you'll build trust, engage buyers, increase customer loyalty, accelerate sales, and drive more revenue.
Customers have unique experiences with your products. Acquiring as much data as possible will give a comprehensive understanding of your products' successes and failures.
There are many different methods for data collection:
Social Media Listening
Let's go through each one to find out which is best for your data collection strategy.
Surveys are the simplest, most straightforward way to collect customer data.
All you need to do is assemble a list of questions and send them to customers. They'll provide feedback, and you'll be able to mine the data for insights.
It's also great to add a final question at the end of the survey that gauges the customer's interest in participating in a video testimonial.
Adding a checkbox with the statement, "I'm interested in sharing my testimonial on video" at the end of the survey can help you decide which customers would be willing to work with you.
There's many different ways you can issue a survey, ranging from in-person, mail, email, online, or telephone. The type you choose will have implications on your response rate.
The average survey response rate is 33%. In-person surveys have the highest response rate at 57%, followed closely by mail surveys at 50%.
Most companies will opt to reach out to their customers digitally. You can use a customer research tool like Survey Monkey or Qualtrics to create an accessible survey.
Next, you can send your survey to an existing customer by including the link in a branded email campaign.
The magic of online surveys is that customers can complete them on their phone without disrupting their day.
Social Media Listening
Social media is another source to discover customer feedback and gather customer data.
Customers can leave product reviews, comments, and even share their own photos and videos that showcase your product.
Also, sentiment analysis can provide analytics that show customer satisfaction ratings.
A sentiment analysis quantifies favorable and unfavorable customer reactions on social media. This will show your customers' overall satisfaction with your brand, product, or service.
Keeping a pulse on user-generated content is an essential step to compiling data to create your own Voice of the Customer.
The feedback is useful too. Customers are often blunt on social media and will provide both a qualitative and quantitative assessment of the company.
It's most important to always check your social media reviews. Over 71% of Americans "somewhat" or "completely" trust Facebook content.
If you see reviews or content about your business that are false, you need to be there to correct it.
There are a lot of companies that specialize in social media listening and monitoring your social reviews.
Consider adding Brandwatch or Socialbakers to your tech stack to improve your visibility of your customers' voice on social media.
Online customer reviews are some of the most popular ways that customers share their experiences.
Plenty of sites including G2 and Google My Business allow users to offer their candid feedback about businesses.
As a business, you need to hear what your customers are saying on these sites and proactively respond.