The collection of data and its usage is becoming more common when discussing about customer voice. But for what exactly do the companies use data for? There are multiple benefits and ways to utilize the collected data.
The root causes of collecting data are getting insights regarding customer segment and then utilizing it for business growth.
It has the potential to increase 15%-20% of sales. They are also impactful on other aspects of the business.
Tactics for Collecting Data
The voice of the customer data is to understand the requirement of the customer’s success. It is mainly consumed in the product development process.
33% of marketers support this way of knowing the customer psyche. Well, you can collect the data from different manners.
1. Customer Voice Survey
The survey is the most flexible method of getting the voice of the customer data. I knew it is the same that we all collected for our final research projects.
You can provide them with a smaller questionnaire based on three questions or a long one consisting of 100 questions via email. The survey can rest anywhere in between.
A brief questionnaire is recommended because the longer one is generally dully filled or left unfilled.
2. Social listening
The social media observe 346 million new users last year, increasing their influence.
Like me, others also prefer to post every minute detail. This also contains information related to a product or brand.
These are significant because there are larger segments of the potential customer, depending upon the online perception of the product.
So acquiring this will be the adequate perception of the customers.
You can use this data for evaluating the current status of your company among customers. It is more than Facebook and Twitter.
You can also use blogs and online surveys to gauge your value.
3. Customer Voice interviews
Asking questions with the rushing out customers is a bit messy. Customers generally get offended by the continuous questions being bombarded.
And less than 10% reply adequately. Therefore, it is ideal for conducting the interview. Arrange a small setup, invite them and record them.
This will create a comfortable environment. Body language will also reflect the customer’s answers adequacy.
4. Focus group
It’s similar to a one-on-one interview but with the increased number of people. More than three people are given a topic, and they have to discuss on that topic.
It can be 90 minutes to 2 hours. All you have to do is sit and observe them.
Make sure they do not deviate or drag the same topic for a more extended period.
5. Net promoter score
It is a simple scale with a rating of 1 to 10. All you have to do is to ask a simple question from the customers.
Will you recommend our product to a friend or colleague? The answer is evaluated based on the score.
Promoter (9-10): they are the loyal customer and will spread word of mouth for the product.
Passive (7-8): they are the customer but may switch anywhere soon.
Detractors (0-6): they are not the satisfied customer and can damage the product’s image.
6. Emails
It is the adjustable tactic. Send a personalized email to the special clients or send a template email to every customer.
Embed questions in the email, post the link or use report writing service, Grammarly, Hemmpingway App to generate better email content. We all knew it is an effective one. Don’t worry 9 out of 10 marketers use this to promote their product.
7. Feedback form
A dedicated feedback form is always a better option. I believe this is an adequate one for the data collection. Place the feedback form at the end of the website.
Majority of the customers who are purchasing from the web will fill the form. 80% of customer desire to give their feedback.
I am not asking about the longer questioners’ feedback. You can ask them small and frequent questions.
Place a simple open-ended question
Or use two to three close-ended one.
8. Recorded call data
I knew this might sound a little old school, but it is useful. The voice tone of the customer reflects their interest in the product.
This is preferred because it extracts the insights of the product. The client will provide details more than required and offer suggestions as speaking is considered more convenient than writing.
9. Website behavior
The website behavior is the diverse data collection tactic. It includes the rate of conversion in contrast to web traffic.
What if you have increased the traffic, but the sales do not grow? It also represents online reviews of the brand on different online pages.
Like; Google, Amazon, Yelp, and Trip Advisor. Both kinds of data portray the current image of the brand among the public.
10.Live chat
Almost 44% of customers prefer the live chat feature on the website quoted by research proposal writing service UK. It is not only about listening to their complaints and resolving their queries.
This can also be used to collect voice of the customer data. This one is the most convenient. You are talking to a customer to solve their queries and now present them with a survey questionnaire. Portray it for their benefit so that they don’t have to face this issue next time. It is just that much easy.
Or it can also be at the start of the chat. Well, that one is not recommended, but the website still uses this.
General Questions to Ask
There are a few very general questions that you should ask from the customer for collecting the voice of customer data.
These are my suggestions to ask. I believe that it will cover all the data required. These are the root questions; you can modify these as per your requirement.
Q1: What are the main features that you search in a product or company?
This is the ideal one for the starting point. It immediately attracts customer attention. This reflects your impression as; you are interested in solving their problem.
Q2: What is the first thing that comes in mind when you listen [Product/Company name]?
It will reflect the brand association and image of your product. It will portray the brand association of the customers with your brand and how loyal they are.
Q3: How we can improve your experience?
This will reflect the gap in your efforts and the requirements of the clients.
Q4: what competitor will you prefer if you switch from our brand?
Sometimes the market leader is not the only threat. They are many small scale brands that proliferate and can be a threat. This data will expose the real threat to your organization.
Bottom Line
The voice of the customer data has gained significant popularity for a decade. This is due to the rapid increase of the online platforms and the digital store revolution.
The organization uses this data for developing its customer fan base and ultimately increases the revenue generation options.
The tactics that I have mentioned above are the most convenient and practical one. Do tell me if you use any of these for the data collection.