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Three Tips for Maintaining a Solid Voice-of-the-Customer Program

In a recent issue, we discussed the importance of setting up a responsive social listening strategy, including addressing the voice of the customer (VoC). Here's a closer look at what that entails.

In a recent article at ClickZ, Neil Mason describes the best way to implement a successful VoC program. According to Mason, the best programs "provide tracking data to look at performance over time as well as diagnostic data to drill down into specific issues."

Among Mason's tips for maintaining a strong VoC program:

Make it somebody's job. Measurement systems require ownership, Mason notes. A qualified person should ensure the VoC program runs smoothly, questions remain timely, and relevant insights are extracted at the right time.

Integrate your VoC data with other data. Measurement is only as strong as how deeply it's integrated, he says. This can mean investigating behaviors with a customer-experience measurement tool like Tealeaf to assess comments left on your site. Or at a deeper level, you can integrate VoC results into a Web analytics database. Your analysts can then pinpoint relationships between opinions and behaviors.

Really listen. Many VoC services—like Synthesio (mentioned in our previous issue)—are building algorithms for analyzing raw data to quantify "sentiment." If that's too costly, much can still be gained from mining comments at your site, or on Facebook or Twitter.

Above all, be systematic: Read comments people make about your product or service, and note major themes, counting how many comments relate to each theme across various touchpoints. Only then can you know how widespread a problem is, or how good things are going for you! You'll need to monitor daily or weekly to track how themes evolve, Mason concludes.

The Po!nt: Don't let input slip out of your hands! Capture it. For inspiration, review RightNow's Customer Experience Impact Report 2010. It's loaded with figures on how addressing users' needs really does pay off.

Looking for great social media marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Social Media Marketing Factbook (May 2010). With 140 pages and 102 charts, it is full of relevant social media marketing stats and trends. The Social Media Marketing Factbook is Part 5 of the complete Digital Marketing Factbook (our 296-page full report).

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Vol. 4, No. 11    March 18, 2011

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