Daily News Roundup  |  theEdit Newsletter Issues  |  Customer Experience  |  Voice of the Customer  |  Customer Loyalty
Article VOC Execution

Mobile and Voice of the Customer: All About Actionability

As business managers or owners, we’re constantly faced with opportunities to widen the range of programs that we run — so how does the go/no go decision get made?Sometimes it’s something that is externally directed by a customer or competitive situation. Other times, it’s more about widening capabilities and impact.

Looking at mobile as a platform for feedback and VoC, we thought we’d explore things from the angle that helps the decision making process for the managers and owners of businesses that represent our key readers.

How can a new platform impact your VoC programs? We can identify two key areas of impact that your company should care about:

  1. Increasing the situations in which you can extract feedback from customers
  2. Offering more formats by which feedback that can be received

Each represents a significant leap in the value and (ultimately) the actionability of the feedback you get from your VoC efforts.

The impact of mobile on feedback situations

The saying goes ‘timing is everything’ and it doesn’t apply more anywhere than in VoC programs. The journey your customers go through, both before and after they become customers, can be broken down into distinct steps. Each represents a potential breaking point where the potential of the relationship can be diminished or enhanced.

The mobile platform opens up many of those stages of that journey to ‘real-time’ connection with customers. Companies can gain access to highly actionable and motivating data points including in-the-moment feedback from shoppers as they go through the buying process (not hours, days or weeks later). That same connection opens up the possibility of mapping your customers’ journey through the pre and post buying process. Lastly, there are specific situations — such as during a product launch or webinar — where real-time insights into customer sentiments are invaluable.

Second, mobile expands the options for feedback format. Think about it for a second: a customer has a bad experience that can’t easily be described in words alone. What impact would a video or photograph have on your company’s understanding and engagement with the problem? The actionability is dramatically higher and empowers businesses to better understand their customers’ experiences. The advent of smart phones and mobile applications gives companies numerous options for enhancing the type of feedback that customers can provide, and it all points back to the key for all VoC efforts — ACTIONABILITY.

Jul 18, 2014  
18 shares

http://youtu.be/k9sqV-Fea_A

LATEST ARTICLES exclusive

4 CRM Innovations That You Need to Know About

4 Ways that Gamification Impacts Core Areas of Businesses

3 Reasons to Get More Customer Data Flowing in Your Business

Your Technology Implentations Should Be Customer Centric


MORE ARTICLES

EXPLORE MORE

Apple full of smart people — they’re not dumb enough to ignore the competition. They have a strategy that allows them to not be reactive or try to run out in front on every feature area.

theEdit NEWSLETTER latest issues
LATEST ARTICLES strategy, insights, examples
ARTICLE VOC Strategy

An opportunity exists in many industries to outperform what in the past were considered gold standards. Companies used to operate at B+ levels (from a customer needs perspective) and business owners/executives felt they were meeting a standard.

LATEST NEWS industry wide

Nimble Rated #1 in Customer Satisfaction and Crowned CRM Market Leader By G2 Crowd

Purchase Experience Greatly Impacts Overall Tablet Customer Satisfaction

CX Week to Host World's Largest Customer Experience Event

GE Intelligent Lighting to Transform Retail Experience through Qualcomm Collaboration


MORE NEWS
LATEST OPINIONS from our editors

Thurs. Webinar Lineup at #CXWeek 2015

Tackling Customer Satisfaction in a MultiGeneration, Multi Platform Reality

Using Predictive Analytics to Get Out Ahead of the Customer

Thinking Globally About Customer Experience

The Need to Be Ambitious About Communications


MORE OPINIONS

Generations are worlds apart with Gen Y being a completely different buying ‘animal’ than Baby Boomers. Technology is transforming marketing and sales and rendering old style campaigns less effective and efficient.

WEBINARS upcoming around the industry

Reshape Your Business for the Digital Age 26 May 2015

Eurostar: Make service EASY for your customers and deliver an amazing customer experience 27 May 2015

Best Practices for Generating More Ratings & Reviews 27 May 2015

Omnichannel Customer Engagement 28 May 2015


MORE WEBINARS
Connect to Customer Excellence Magazine
 
Different social platforms ...
varied experiences.

Get a wide perspective on
Loyalty | CX | Rewards | Mobile | Gamification | Omnichannel | VOC

the CXCELLENCE NEWSLETTER
BE INFORMED. STAY CURRENT.

Get the latest picks by our Editorial Team - selected by sifting 1000s of News, Articles, Examples, Vendors and Events.

Your weekly eye on the Customer Centric Industry -- filled with powerful takeaways brought to you by our Editorial Team.

subscribe to newsletter
Connect to Customer Excellence Magazine
 
Different social platforms ...
varied experiences.

Get a wide perspective on
Loyalty | CX | Rewards | Mobile | Gamification | Omnichannel | VOC
  © 2010-2015 Ideal Path. All rights reserved.