Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing 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.

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Voice of the Customer strategy trends for 2011

Through a study and analysis of nearly 30 ongoing market trends identified by six different research sources, Vovici has identified the seven main trends that will govern the effectiveness of Voice of the Customer initiatives over the coming year, in order to help companies create a customer-centric culture that directly improves satisfaction, loyalty and profitability. These trends are:

1. Social Media
   Five of the six sources explicitly mentioned social media, but it is clear that most organisations took baby steps in 2010 in their experimentation with social media. For 2011, major brands are turning to social media as an authentic and extensive source of the Voice of the Customer.
2. Text Analysis
   Four of the six sources mention that the high-volume of social media content is leading many firms to text analysis, which provides an excellent method of analysing the unstructured feedback gathered by Voice of the Customer listening posts.
3. Employee Engagement
   Employee engagement is an important part of customer loyalty, and many organisations are looking at ways to bring the Voice of the Employee into the Voice of the Customer, leveraging the observations and insights of employees when building a better understanding of the customer.
4. Employee-Specific Reports
   Publishing filtered customer feedback to the hands of front-line employees, to supervisors and midlevel managers, helps employees learn from their specific customers. Nothing prompts change better.
5. Closed Loop Feedback
   Half the sources discussed the need to build closed-loop processes that gather feedback, act on it, track it, trend it and repeat. A great part of this is case management, where feedback that indicates dissatisfaction is immediately escalated to service and support organisations, so that individuals can take action to directly improve satisfaction.
6. Feedback Consolidation
   Most organisations have very decentralised approaches to the collection and analysis of Voice of the Customer data. Large companies are creating or expanding their central Customer Insight departments and are looking to CRM (Customer Relationship Management), Enterprise Feedback Management (EFM) and Mobile Device Management (MDM) to centrally manage the data.
7. Mobile Feedback
   The rise of mobile feedback is the ability to capture the customer's opinion as close to the customer experience as possible: at the point of moment where a decision has been made, a produce purchased or a service experienced. It enables organisations to reach consumers as they go about their daily life, rather than when they are at home on the phone or in front of their computer.

"With loyalty being built upon consistent, repeated, successful interactions, the goal now is to leave no interaction to chance and provide closed-loop feedback to measure the pulse of the customer," concluded Jeffrey Henning, Vovici's founder and vice president of strategy.

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing 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.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

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.

The Customer-Focused Marketing 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 a marketing book you simply can't afford to be without.

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 Customer-Focused Marketing Playbook at your side, you'll have instant access 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.

Get it on Amazon (Kindle/Print)