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The Voice of the Customer - listening and analysing results

What is the Voice of the Customer?
The Voice of the Customer (VoC) is a term used in marketing and customer experience to describe what customers say about their experiences with a product or service. The Voice of the Customer is not just about hearing what your customers are saying. It's also about understanding what they're not saying and why they're not saying it. If you don't understand why people are talking about your product or service, then you won't be able to make changes that will improve their experience with it.

1. Use social listening tools
There are a number of great social listening tools available such as Hootsuite Insights, BuzzSumo, and Google Alerts. These tools allow you to track keywords and phrases across social media and the web, so you can quickly see what people are saying about your brand.

2. Search for social mentions
One simple way to find social mentions is to do a search on Google or your preferred search engine. You can also set up Google Alerts to get notified whenever your brand is mentioned online.

3. Check review sites
Another great place to listen for the VoC is on review sites like Yelp, TripAdvisor, and Amazon. Customers often leave reviews when they're either very satisfied or very dissatisfied with a product or service, so it's a good idea to check these sites regularly to see what people are saying about your business.

4. Monitor social media channels
Social media is another great platform for listening to the VoC. Monitoring channels like Twitter, Facebook, and Instagram will give you an idea of what people are saying about your brand in real-time. You can also use hashtags to track specific conversations or keywords related to your brand. If you want to be serious about social media listening, then you need to create a plan. This plan should include setting goals, identifying which platforms to monitor, deciding who will be responsible for monitoring, and establishing a process for responding to mentions.

How to effectively collect and analyse customer feedback?
‘Listening’ is all well and good, yet how does one then analyse the data and incorporate gained insights into business processes. Such technological and organisational challenges are often being faced by organisations when they start using available VoC tools and notice their impact on the ecosystem of digital solutions in organisations.

Uncovering insights from listening to the VoC is a lot harder than it seems. To make it easier for you, there are state-of-the-art algorithms used to extract keywords from unstructured data and to help you understand what your customers are talking about.

VoC tools analyse any amount of text and return insightful data in an easily digestible format. This includes keywords, topics, entities (people, places, times, events), sentiment and emotion. Such tools can be easily integrated with any kind of business or organisation and can process large amounts of data with ease.

Turn customer feedback into action
VoC is the leading solution for customer experience management. It helps you unify data sources, group them by common behaviour and operationalise insights to drive targeted actions.

Unifying data sources and resolving identity of users across multiple channels to gain a comprehensive view of customer journeys
Never miss a beat by capturing all customer interactions across channels in real-time. Using VoC tools, you'll be able to identify patterns and trigger alerts that will help you understand what customers want, need and feel.

Grouping customers by common behaviours
VoC understands how different types of customers behave. Create profiles that group customers by common behaviour, understand their needs and trigger targeted actions to meet their needs.

Operationalise insights through alerts to drive targeted actions
VoC helps you optimise your business processes by sending alerts when something out of the ordinary happens and triggers specific actions for that type of event. With VoC’s real-time insights and customised alerts, you'll never lose touch with your customers again. You'll know exactly when they're getting frustrated or satisfied.

At Deloitte Digital we can help you build an effective VoC strategy by:

• Understanding your objectives and setting your goals
• Helping you identify the right set of tools
• Implementing these tools in order to achieve your desired outcomes
• Analysing results and setting up recurring reports
• Setting up notifications and alerts to keep management informed.
Get in touch today!



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