Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

VOC initiatives need better customer data

While most marketers would say they want to make the measurement of customer satisfaction and loyalty a top priority, there are still many who either don't know how to do so effectively, or who don't even have the necessary data available, Allegiance found.

The white paper, entitled 'Customer data: The essential element of your enterprise Voice of the Customer programme', suggests that customer data should be gathered through both structured and unstructured feedback:

1. Structured feedback
   Structured feedback is solicited primarily through surveys. For example, relationship surveys are conducted to get a point-in-time read on customer satisfaction, loyalty, and engagement. Transactional surveys, also known as post-event surveys, are performed after some event or interaction has occurred. Other types of structured feedback include competitive surveys, vendor surveys, marketing surveys, advisory boards and listening labs.

   "Until recently, structured feedback was the main way that companies could hear from their customers about their experiences," explained author Annette Gleneicki, senior director of customer success for Allegiance. "Customer emails or letters were mostly 'cosmetic' because companies rarely responded to that feedback or changed processes because of it. However, today customers have new ways to communicate, and companies need to incorporate unstructured feedback to get a complete picture of customer loyalty and engagement."

2. Unstructured feedback
   Unstructured feedback is unsolicited and comes in many forms, including social media, online forums and communities, blogs, "Contact Us" pages, and letters or emails to the company. The main challenges are to find ways to harness all of this data, and to put someone in charge of analysing/gleaning insights from it - and of course acting on it in conjunction with structured feedback.

Incorporating both structured and unstructured data into a VOC strategy allows companies to get the full picture of individual customers, target customer segments, or even an entire customer population.

The full white paper has been made available for free download from Allegiance's web site - click here (free registration required).

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)