Voice of the Customer

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• Three Ways Marketers Can Master Strategic Word-of-MouthSteve Bernstein
  Positive word-of-mouth (WOM) has long been documented as a powerful growth tool. The good news: unlike our B2C brethren, we B2B marketers can strategically manage WOM. Here are three ways ...
  B2B Marketing, Customer Relationships, Lead Generation, Sales, Testimonials, Voice of the Customer, Word-of-Mouth
• Determining Consumer Sentiment: Trends and Common MistakesAyaz Nanji
  Most marketers (89%) say they still rely heavily on manual analysis to determine consumer sentiment and do not yet feel comfortable leaving the task completely to software, according to recent ...
  Customer Behavior, Research Summaries, Survey Data, Voice of the Customer
• The Omni-Channel Retail Experience, or How Kay and Jared Jewelers Upped Sales 49%Neal Berg
  As consumers become increasingly more connected, so too will multiple shopping channels. The industry has dubbed this shift the "omni-channel" experience. Here's how, by embracing this approach, two brands significantly ...
  B2C, Customer Behavior, E-Commerce, Integrated Marketing, Marketing Strategy, Mobile Marketing, Retail Marketing, Social Business, Social Media, Voice of the Customer
• How to Conduct Focus Groups: Seagate's ExampleJonathan Long
  Seagate, a leading provider of hard drives and storage solutions, realized that they knew very little about a very big target market: college students. So it conducted focus groups to ...
  B2C, Brand Awareness, Consumer Electronics, Customer Behavior, Customer Insight, Feedback, Market Research, Millennials, Product Marketing, Research, Voice of the Customer
• Voice of the Customer: Trick or Treat for Your Product Launch?Tim Riesterer
  Have you heard of the phenomenon of “declared preference” versus “revealed preference?” If you haven’t, you may be in for a scary surprise this Halloween season if you are using ...
  Customer Acquisition, Lead Nurturing, Market Research, Positioning, Product Marketing, Research, Sales, Surveys, Value Propositions, Voice of the Customer
• Brands Failing to Tap Potential of Social Media
  Despite the widespread use of social networks among US companies, only 11% have fully integrated social media into existing business programs, according to a study by InSites Consulting. Moreover, only ...
  Blogging, Content, Content Marketing, Customer Relationships, Facebook, Research Summaries, Social Media, Social Networking, Twitter, Voice of the Customer
• Boomers Lead the Pack in Creating Positive UGC
  Every generation contributes to the global conversation around brands, products, and services; however, Baby Boomers (those now age 47 to 65) are overrepresented in their share of online feedback, according ...
  Customer Satisfaction, Research Summaries, Social Media, User-Generated Content, Voice of the Customer
• One-Third of Americans Recommend Brands They Like, Follow
  Nearly two in five online adults worldwide (38%) say they have recommended a brand they "like" or follow on a social networking site; however, that level varies dramatically across geographic ...
  Facebook, Research Summaries, Social Networking, Twitter, Voice of the Customer
• How to Evolve Your B2B Customer Experience Using ImagesChad McCloud
  Do you know why your customers behave as they do? People tend to have difficulty explaining exactly why they like a product, but using images can help you get to ...
  B2B Marketing, Brand Equity, Customer Experience, Customer Relationships, Voice of the Customer
• Grow the Bottom Line With Voice of the Customer ResearchLaura Patterson
  When executed well, a VoC program can provide insight about customers and what is important to them. Besides the obvious reasons why that's important to know, there are business benefits ...
  Customer-Centric, Customer Experience, Market Research, Marketing Tips, Voice of the Customer
• 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 ...
  Management, Measurement, Social Media, Voice of the Customer
• Why Customer Satisfaction Doesn't Mean Customer Retention—and What You Can Do About ItSean Geehan
  Most organizations try to predict retention rates based on customer-satisfaction scores. The reality is that in B2B, user satisfaction does not equal customer retention. Remember, most customers who leave a ...
  B2B Marketing, Customer Retention, Customer Satisfaction, Feedback, Voice of the Customer
• Three Essential Market-Research Methods in an Online CommunityJohn Kembel
  How much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, ...
  Community, Customer Engagement, Economic Crisis, Market Research, Social Media, Voice of the Customer
• What Am I, Chopped Liver?
  It looks like companies may talk the talk of customer service, but not that many walk the walk. That's the finding of a recent study by the CMO Council. As ...
  Customer Behavior, Voice of the Customer, Word-of-Mouth
• Leverage the Voice of the ConsumerEvan Gerber
  There are a number of ways to measure the success of a Word-of-Mouth marketing campaign on the Web. Start by looking in the right place: where the target audience congregates ...
  Blogging, Branding, ROI, Voice of the Customer, Word-of-Mouth
• A Three-Step Product Commercialization Insurance Policy: How a GM Can Overcome the OddsMichael Barr
  Bringing a new product to market is one of the most costly and risky activities that any GM faces. Voice-of-the-customer research and stage gate reviews have improved the odds of achieving ...
  Collaboration, Marketing Smarter, Product Marketing, Voice of the Customer
• How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of FeedbackDavid Bean
  Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the ...
  Customer Experience, Measurement, Voice of the Customer
• Five Keys to Using Innovation to Acquire and Retain Customers (Part 3 of 3)Leland Shaeffer
  In Part One and Part Two of this series, the author discussed using "voice of the customer" (VOC) in defining innovative core products and services. The focus was on breakthroughs ...
  Customer Acquisition, Customer Experience, Customer Retention, Marketing Tips, Segmentation, Voice of the Customer
• New Interest in, and New Tools for Measuring, Customer SatisfactionTony Lopresti
  There's new interest in solving an age-old corporate problem of how to measure customer satisfaction. Lukcily, there are new tools for doing so, too.
  Customer Satisfaction, Measurement, Voice of the Customer
• Five Keys to Engaging the Customer to Produce Real Innovation (Part 1 of 3)Leland Shaeffer
  How can marketing professionals engage the customer to produce ideas for radical innovation? Marketing's leadership should materialize in five ways.
  Collaboration, Customer Advisory Programs, Customer Engagement, Marketing Tips, Segmentation, Voice of the Customer