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Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

Get it on Amazon (Kindle/Print)
 

Top ten 'voice of the customer' best practices

With the recent failures of big financial institutions, consumers have been left wondering exactly who they can trust with their money. But to restore consumer confidence and improve customer relationships, companies must gain a better understanding of customers' needs, wants and concerns, according to a white paper by Allegiance and Endeavor Management.

The white paper, entitled 'The Top 10 Voice of the Customer (VOC) Best Practices', details what the companies consider to be the ten most practical ways to implement and build "voice of the customer" (VOC) customer feedback programmes.

The paper discusses the VOC programmes used by industry leaders including Amazon, Best Buy, and Ultradent, and makes recommendations including:

  1. Open the gates to customer feedback
    An important part of staying in touch with customer needs and wants is gathering customer feedback such as concerns, complaints, questions, suggestions, and ideas. Companies should strive to gather feedback that is both useable and actionable.
  2. Make feedback collection part of the routine
    Companies must not only gather customer feedback on a regular basis, but also respond to it quickly, as consumer behavior can change in an instant. Responding in a timely manner increases the likelihood that a customer will buy again, especially if the company resolves the complaint in the customer's favour.
  3. Know what the feedback means
    Customer-centric organisations continually aim to understand what customers are trying to tell them, where customer feedback is coming from, and the underlying factors that are driving customer satisfaction or dissatisfaction. In other words, they understand both the data and the factors that may be affecting that data.
  4. Take real and deliberate action
    Companies need to be both organised and prepared to respond to and act on customer feedback. This includes having a systematic feedback programme in place that defines who will respond to the feedback, how and when, and what the company's general policy will be for taking action on customer feedback. They should also evaluate whether or not that action had a positive impact on their customers' experience, loyalty and engagement.
  5. Close the feedback loop
    A crucial part of responding to customer feedback is establishing a closed-loop feedback process to ensure that every significant piece of customer feedback receives the level of attention and response that it deserves.
  6. Ensure benefits are realised
    Measuring a return on investment (ROI) as well as tangible business outcomes is crucial to gaining support for VOC programmes. Today's best practice VOC leaders actively work to tie their programmes to business outcomes and communicate that data to their company's executive team and employees.

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

"Listening to and understanding the voice of the customer is crucial to restoring consumer trust in businesses and building customer loyalty, engagement and advocacy," concluded Bob Caruso, managing director for Endeavor Management. "Ultimately, it will be the companies that truly listen to their customers that will not only win customers' trust and business, but also set themselves apart from the competition."


Sources: Allegiance; Endeavor Management /
The Marketing Factbook.
Copyright © 2010 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

The Marketing Operations Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is the marketing book you can't afford to be without.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

This comprehensive and practical guide to the latest ideas in marketing operations hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Operations Playbook at your side, you'll gain to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark