“Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.” —Zig Ziglar
When your website doesn’t jive with what customers want, you have a problem. It only becomes an opportunity when you know about it. How? Always strive to be a good listener. You can adapt well when you welcome feedback from your online customers.
At Inflexion Interactive, we partner with expert market researchers to gather feedback from your customers. Some call this qualitative research. We call this Voice of the Customer.
Voice of the Customer (VOC) is made up of all the needs, wants, perceptions and preferences of your customers. This essential data is assembled through direct and indirect inquiries. Businesses like yours use it to validate strategies, create impactful designs, ensure a fluid user experience and identify ways to strengthen relationships.
“This research prioritizes the most meaningful improvements to create the best digital experiences,” says research expert Kimberly Struyk. “The end goal is incorporate customer expectations into brand objectives to increase ROI.”
It isn’t just about listening to customers, it’s about responding. John C. Maxwell puts it best: “People don’t care how much you know until they know how much you care.”
Once you uncover ideas and feelings, also known as attitudinal metrics, act on these findings with focused responses, faster response times or whatever else you must do to win over your customers. VOC helps you act in ways that benefit brand management, build better products, boost sales and bolster web equity for visitor engagement.
With behavioral metrics, such as traffic visits, page views, time on site and activity conversions, already gathered and understood, why are attitudinal metrics necessary?
Beyond the best behavioral metric strategy is a need to know, not just assume, what motivates customers. What keeps them close? What makes them leave? The clean- and precise-looking assumptions we take from behavioral metrics alone aren’t enough.
If you really want to know what customers think, ask them. If you truly want to build better online relationships with your customers, accept feedback. We’ll show you how.
Contact Inflexion Interactive to explore voice-of-the-customer solutions for your website.
