Consumer Insights on Voice of the Customer

I enjoyed attending the webinar hosted by Andrew McInnes, analyst with Forrester, and Chris Cottle, EVP marketing and products for Allegiance. The topic of their webinar was “The New Frontier of Customer Voice.”

Today there are multiple channels of engagement with the customer and with those multiple channels of engagement come massive amounts of data — indirect, unstructured customer feedback. This provides more complexity and more opportunity than ever before.

In order to deliver high-value insights you must compile the data and create visual representations of what the data is saying. Your reports need to be focused and have salient content for the target and have quality suggestions for improving or changing based on the data and its context. As a marketing professional, you must be able to accurately predict outcomes based on the data and its context.

The most effective marketers have the ability to leverage voice of the customer (VOC) data to tell a story. Insights need to drive decisions and not just provide information.

Keep in mind that employees hold the key to great experiences. They observe the customer first-hand. They have viable suggestions for improvement. They inherently know the consumer’s experience.

Today’s VOC programs systematically incorporate customer needs into company decisions by listening, interpreting, reacting and monitoring. Customer-focused organizations have the culture and alignment and the process and organization to think this way.

In order to set up a powerful and effective VOC program within your firm consider:
– What data impacts your business the most
– Is the data actionable
– Combining VOC data with operational data
– Ensure that everyone knows that reporting is critical and why

Develop regular reviews and reward people based on the performance you want to achieve — be it collecting more actionable insights or delivering more outstanding customer service.

What can you do to improve your VOC program?


About Chipotle for Life

An integrated marketing professional who generates insights from analytics to increase revenue. My blog for marketing now resides at After getting requests from a number of people about my eating and exercise routine, I've decided to begin sharing about my healthy obsession with Chipotle and exercise.
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