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
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

  VENDORS Get Your News Out!
SEND US YOUR PRESS RELEASES

A new way to get your key messaging to a bigger audience. Make it part of our daily stream of News, Articles, Opinion + More

Gain audience reach of tens of thousands of targeted business decision makers via our emails, social media and portal.

go to contact us page
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

How Allstates Games-Based Training Boosts Employee Engagement

The New Look of Loyalty: Understanding What Matters Most to Customers

Zendesk Introduces Zopim Premium Live Chat

Taco Bell to Start Customer-Loyalty Program this Year


MORE NEWS
LATEST OPINIONS from our editors

Gamification Solidifies Its Place In the Business Toolbox

The Vision Behind Making Returns Easier

Amazon Division Aligns Rewards to Business Model

Virgin Atlantic Finds That in a Crisis Perception is Everything

Why British Airways Created A Separate Customer Experience 'Department'


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

Elevate Engagement to Unlock the Potential of Your Loyalty Program 21 Apr 2015

How to Delight your Customers at Every Social Touchpoint 23 Apr 2015

Grupo Familias Journey of their Loyalty Program; from Theory to Practice 23 Apr 2015

Improve Customer Experience and Business Growth with Robust Product Data and eCommerce 28 Apr 2015


MORE WEBINARS
Connect to CXcellence
 
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 CXcellence
 
Different social platforms ...
varied experiences.

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