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Customer Analytics: Understanding the Voice of the Customer

tags Loyalty Programs CRM & Analytics

In today's world of business, it's important to know your customer. Gathering data on their spending habits, preferences, and behaviors can help brands create effective marketing campaigns and ultimately increase sales. But is it enough to rely solely on quantitative data, such as sales figures and website analytics? The answer is no.

The Voice of the Customer (VOC) is a powerful tool that can be used to uncover new insights, identify areas for improvement and measure progress towards goals. The most effective way to leverage this information is by combining quantitative and qualitative data with customer feedback. This approach allows you to understand why customers behave in certain ways and make decisions based on their needs, preferences, and motivations. Let’s look at how businesses can use VOC data to unlock new opportunities for growth by leveraging both quantitative analysis techniques as well as qualitative research methods like surveys or interviews.

Quantitative vs Qualitative Data

Quantitative data provides hard numbers, which are crucial for understanding the performance of marketing campaigns. However, qualitative data adds a layer of understanding around your customer that you can't necessarily get from the numbers. It can help you identify what's motivating consumer spending and which types of purchases are getting consumer share of wallet. So, how can you gather this qualitative data? Here are some ways to ask for feedback from your customers:

  1. Offer a gift card to your brand in exchange for survey completion, focus group participation, or short store surveys.
  2. Become a customer of your own brand again to see if there may be an experiential challenge that's preventing customers from coming back to shop with you.
  3. Sign up for your loyalty program, visit a store to see how you're engaged by store associates, enroll in your email, and SMS programs, and provide your information for direct mail.

All of these things will give you a view into how your customer is experiencing your brand.

Gathering Customer Data With Surveys.

Surveys are an excellent way for companies to learn more about their customers' needs, wants and desires so that they know what products or services will resonate most with them. Additionally, survey results can be used by marketers as part of their overall marketing strategy. For example, if a company finds out through surveys that its customers prefer certain colors over others when it comes time for packaging design decisions (or any other type), then those findings should be taken into account when making such decisions going forward, especially since this kind of information could impact sales figures.

Analyze and Interpret Data

Analyze and interpret data to identify areas for improvement.

  • Quantitative data can be analyzed using statistical methods such as regression analysis, which is used to determine the relationship between variables in a dataset.
  • Qualitative data should be interpreted by someone who has experience with it, but it's important that you have a clear understanding of what your customers are saying about your product or service.

Once you have gathered this qualitative data, use it to help inform potential benefits to your loyalty program, and gauge general brand sentiment as well as data on how customers feel about your brand and how they plan to spend in future months. Compile the customer behavioral data you have in-house, along with any qualitative data collected through research, to build a clear customer profile that can help you with audience selection and even prospecting of new customers.

Leverage Data to Optimize Strategies

Once you have a handle on your customer data, you can use it to optimize your marketing and sales strategies. For example, if you know that most of your customers are female millennials living in the Northeast, then you can target them with ads for specific products or services that appeal to this demographic. You'll also be able to stay ahead of the competition by identifying trends before anyone else does as well as making sure that your business is prepared to take advantage of them.

The Power of Customer Analytics: Hear the Voice of the Customer With an Experienced Partner

Customer analytics can be a powerful tool to help businesses grow and succeed. By understanding the voice of your customers, you can maximize customer satisfaction, achieve long-term success, and grow your business. Download our guide to learn how to get started with customer analytics. 

Customer Analytics 101: How to Derive Data-Backed Insights




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