Voice of customer analytics

Given all the benefits of using the voice of customer analytics in your organization, in this section we will look at various forms of data collection for getting started with your voice of customer analytics:

• Direct feedback 

This is a very straightforward way, where the customers directly interact with the brand. This interaction happens through the different available voices of customer data collection techniques like surveys, interviews, brand’s social media handles, etc. there is a representative of the company who is listening to these customer feedbacks. 

This feedback method works for both B2B and B2C markets. 

• Indirect feedback

This form of feedback is always hidden. You will need experts to draw out these indirect customer feedbacks from various platforms where they comment. Meaning, you might have seen customers discussing products in the comment section of a shopping website, or on the brand’s official websites. This is not just customers expressing their views, this is valuable customer feedback that you need to pay most attention to. Sometimes customers tend to slide their honest feedbacks through such conversations. You need to keep a keen eye to watch out for such key points. 

• Inferred feedback 

Inferred feedback is often collected when the customers interact with the organization. It can be their call about any issues or any sort of interaction. Inferred feedback is collected through CRM software. This type of data gives you ideas about what future marketing strategies you should inculcate and what is the customers’ intent through analysing their conversation with the organization. This does not require customers to explicitly give their feedback.