Create Value, Start by Listening. The Use of Voice of Customer
Companies are increasingly aware that their value is the result of their customers’ value and the capability to gradually improve their loyalty, profitability and Net Promoter Score.
Despite the rising attention to the “customer obsession” and the growing presence of technologies that allow brands to understand their audience better, it is still hard for companies to achieve effective results, get closer to customers, and intercept their real needs and expectations.
What is often missing is the use of integrated development strategies that allow to listen to consumers throughout the whole product development process, creating a continuous interaction between Brand and consumer. The result would be a deeper understanding of the real market needs and the creation of an authentic relationship with the customer, a proper real partnership.
In addition to the need of containing costs, it is often difficult to manage effectively the results of a multi-channel approach caused by technologies that have disrupted the dialogue between brand and customer.
Unlike the past, the digital revolution has transformed communication habits and changed people’s lifestyles with incomparable speed; it is a change most companies have yet to understand, not to mention how to incorporate it within their strategies.
As a matter of facts, companies face a big contradiction: on one hand, the huge amount of data ‘generated’ by the Digital Age; on the other hand, the inability to keep up with these changes and the need to close the gap and align contact channels with current customer habits.
Brands and consumers have never been as close as they are today, potentially. For this to happen, however, there is an obligated path: companies must restart from the relationship with their customers in order to create value and identify the correct strategies within this liquid and highly unfaithful market.
The question is: How can you build value through partnership with customers? Here is our proposal in four steps.
Step 1. Build Identity: from CRM to Customer Intimacy
While the need to know your customer represents a true leitmotiv among marketers, the knowledge that would make this happen is, in fact, less common. You must go beyond a simple collection of data, and learn how to develop a person-to-person approach aimed at create a more personal relationship with your customer.
Thus, the real target is to reach an effective interaction between people and brands, which would allow you to understand consumers’ needs, anticipate their desires, deeply comprehend their identity, and highlight their emotions and real interests.
Intimacy with customer has to be the first requirement of your strategy!
Technology has significantly simplified how we achieve these goals, thanks to the variety of tools that increase the proximity between companies and customers: messaging platforms, conversational interfaces, apps and listening platforms. There is plenty of possibilities for a real omnichannel Voice of Customer!
Step 2. Tailoring: from Customer Intimacy to personalization
Customer intimacy and data analysis are at the key elements of services, communication and personalized products. Knowing the identity of each customer must become a pillar of your business, so that you’ll be capable to retain consumers and acquire new ones.
Marketers need to go far beyond the concept of service provision; the customer must be put in the conditions of creating a true identification with the product and the Brand. Today, artificial intelligence and machine learning make it possible to deploy solutions which efficiently customize not only products and services, but also communication.
It’s a matter of shaping the message, regulating its extent, tone of voice, and choice of words to fit each client’s profile and to increase its effectiveness as a consequence.
Step 3. Build engagement: from personalization to partnership
The realization of personalized solutions goes through a dynamic process of engagement with those considered potential beneficiaries, the customers. Thus, a marketing strategy that aspires to customer satisfaction has to include among its objectives the creation of customer engagement solutions.
How? Opening privileged channels with the customers in order to actively include them in the continuous improvement process (listening before talking). It is essential for your listening strategy to identify innovative and engaging tools that can guarantee bidirectionality, participation and commonality: for instance, co-creation activities, contests or crowdsourcing technology platforms.
Step 4. Build satisfaction: monitoring performances to create continuous value
The collection of the voice of customer is crucial for performance verification activities that represent an indispensable part of the continuous process of improvement. A customer satisfaction assessment helps brands keeping customers satisfied, with critical benefits to the profitability and the possibility of expansion.
Although most companies have used satisfaction assessment tools, there is often a mismatch between the moment of the brand experience and the moment they ask for a feedback. Today more than ever, it is extremely necessary to adopt channels and strategies capable of gathering the voice of customers while the experience is happening.
In addition to a greater reliability, the collection of contextual data will allow to differentiate strategies on the basis of the different profiles that characterize the consumers of each store or point of interest.
Effective tools that can be used to gather timely information are geolocation systems, inclusion of VOC paths within Brands’ Apps and notification requests related to the passage of potential customers and prospects.
The brand experience starts from the expectations that customers have created, which in turn depend on how much they are satisfied. At this date, every successful company knows that the creation of value begins by valuing their customers. You must listen, and the best way to do so is by taking up on every opportunity technology has to offer.