Insightful Knowledge: An Enlightened View of Social Media by Stephen Monaco

Author:Stephen Monaco
Language: eng
Format: mobi
Tags: Business & Economics/Marketing/General
Publisher: Total Publishing
Published: 2013-02-19T14:00:00+00:00

Understanding Voice of Customers Provides Long-Term Value

Maintaining ongoing dialogues with customers allows insight into what the company is accomplishing. Voice of Customer is not a snapshot from one certain moment. It must be considered a conversation that provides long-term value, and enables companies to see what resonates with customers, and what isn’t working and needs improvement. This requires the data acquired from specific customer interactions to be shared across the enterprise in a timely fashion. The longer specific information regarding customer interactions remains in a silo, the more the value of the information diminishes. Data that exists in a vacuum fundamentally constrains the ability to understand how customers feel. Research indicates most organizations fail to appreciate how comprehensive and widespread their Voice of Customer initiatives should be, and don’t recognize the need for the flow of data across departments. In addition to the actual point of purchase, processes in various departments have a bearing on customers’ experiences, which is why timely sharing of information is important – insight enables proper identification of the departments that need to make improvements, and details from specific interactions help departments discover where and how to improve.

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