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    The Trade Desk launched Galileo platform to activate first-part data

    The Trade Desk launched Galileo platform to activate first-part data

    Kubient receives patent for KAI artificial intelligence for advertising fraud

    Kubient receives patent for KAI artificial intelligence for advertising fraud

    Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

    Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

    Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

    Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

    TripleLift makes first ever acquisition of 1plusX data for $150 million

    TripleLift makes first ever acquisition of 1plusX data for $150 million

    Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

    Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

    Dastgyr

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    Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

    Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

    Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

    Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

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      The Trade Desk launched Galileo platform to activate first-part data

      The Trade Desk launched Galileo platform to activate first-part data

      Kubient receives patent for KAI artificial intelligence for advertising fraud

      Kubient receives patent for KAI artificial intelligence for advertising fraud

      Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

      Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

      Kubient launches KAI ad fraud dashboard giving publishers unprecedented visibility to optimize their media

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      Introducing Parative: The customer behavior platform with product usage data you can act on

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      Why Amazon should enter into digital out of home advertising

      TripleLift makes first ever acquisition of 1plusX data for $150 million

      TripleLift makes first ever acquisition of 1plusX data for $150 million

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      • Marketing
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        • In The News
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        The Trade Desk launched Galileo platform to activate first-part data

        The Trade Desk launched Galileo platform to activate first-part data

        Kubient receives patent for KAI artificial intelligence for advertising fraud

        Kubient receives patent for KAI artificial intelligence for advertising fraud

        Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

        Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

        Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

        Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

        TripleLift makes first ever acquisition of 1plusX data for $150 million

        TripleLift makes first ever acquisition of 1plusX data for $150 million

        Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

        Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

        Dastgyr

        Dastgyr brings in Saif Ali to lead marketing

        Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

        Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

        Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

        Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

        Trending Tags

        • Digital Marketing
          • All
          • Performance Advertising
          • Customer Service
          • SEO Search Engine Marketing
          • Influencer marketing
          • Email Marketing
          • Programmatic Advertising
          • DPAA Digital Out of Home EVERYTHING
          • Artificial Intelligence
          • Marketing Automation
          • Audience Data
          • Ad Fraud
          The Trade Desk launched Galileo platform to activate first-part data

          The Trade Desk launched Galileo platform to activate first-part data

          Kubient receives patent for KAI artificial intelligence for advertising fraud

          Kubient receives patent for KAI artificial intelligence for advertising fraud

          Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

          Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

          Kubient launches KAI ad fraud dashboard giving publishers unprecedented visibility to optimize their media

          Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

          Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

          Introducing Parative: The customer behavior platform with product usage data you can act on

          Introducing Parative: The customer behavior platform with product usage data you can act on

          The Rise of Data Storytelling

          The Rise of Data Storytelling

          Why Amazon should enter into digital out of home advertising

          Why Amazon should enter into digital out of home advertising

          TripleLift makes first ever acquisition of 1plusX data for $150 million

          TripleLift makes first ever acquisition of 1plusX data for $150 million

          Trending Tags

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            • All
            • Instagram
            • Facebook
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            • Social Ads
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            The Rise of Data Storytelling

            How to Completely Set up & Optimize Your LinkedIn Company Page

            How to Completely Set up & Optimize Your LinkedIn Company Page

            Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

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            Hashtag Generation Made Easy: Four Tools You Should Try Right Now

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            10 Content Ideas for Social Media in 2020

            Brands use TripleLift as a go-to advertising alternative for Facebook

            Brands use TripleLift as a go-to advertising alternative for Facebook

            How to start your business on Facebook

            How to start your business on Facebook

            A Simple Guide on How to Monetize Your Instagram Profile

            A Simple Guide on How to Monetize Your Instagram Profile

            7 Facebook Ad Strategies to Avoid in 2020

            7 Facebook Ad Strategies to Avoid in 2020

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            The Rise of Data Storytelling

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            Cybersecurity Content Marketing: 2 data driven tactics for a differentiated strategy

            3 Ways to Create a More Consistent Brand Image

            3 Ways to Create a More Consistent Brand Image

            How Content Consolidation Can Help Boost Your SEO Rankings

            How Content Consolidation Can Help Boost Your SEO Rankings

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            5 Content Marketing Strategies That Will Skyrocket Your Search Traffic

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            Which Content Marketing KPIs Should You Track?

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            Use These 9 Tools to Create Beautiful, Shareable Content

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            7 Steps To Your Winning Content Strategy in 2020

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            3 Market Research Platforms for Startups and Small Businesses

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            Using SMS Marketing to Drive More Revenue & Engagement

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          3 Steps for Creating a Voice of the Customer Program to Better Understand Your Audience

          Heidi Thiel by Heidi Thiel
          August 31, 2020
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          Discovering the voice of the customer (VoC) is an essential piece of any business strategy. Though the customer is always right, there’s usually no way you can cater your business specifically to each and every individual. 

          What you can do is analyze what your customers are saying about your business on a large scale and work to address the overarching themes that come through from feedback. Pinning down the voice of your customer allows you to better understand customers and create more accurate buyer personas, which in turn help you improve the entire customer journey.

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          Defining VoC

          First things first, let’s establish a clearer definition of voice of the customer. VoC is a way of understanding your customers’ wants, needs, fears, and expectations about your brand. You reach this understanding by listening to what your customers are “saying” about your brand via online reviews, social media, and other feedback gathering tools.

          Image source: Chattermill

          Once you know what your customers think and feel about your company, you use their feedback to make changes that will allow for a smoother and more satisfying customer experience.

          3 Steps for Creating a VoC Program for Your Business

          To create a voice of the customer program within your business, you should follow three basic steps:

           

          Step 1: Gather Customer Feedback – To create a voice of the customer program, you first need to gather data on what your customers are saying. You can do this through a variety of different channels, and certain channels will be more effective depending on what type of business you own. For example, B2B software companies may have more luck gathering feedback from surveys and focus groups, while lifestyle companies may rely more on social media. Below are a few places where you can gather customer feedback:

          • Social media
          • Surveys
          • Site behavior
          • Online reviews
          • Chatbot conversations
          • Customer service interactions

          Step 2: Uncover Trends Within the Feedback – Once you’ve gathered your data, the next step is to analyze it to uncover trends. Because you can’t address each piece of feedback individually, identifying common themes can help you make positive changes that will matter to the majority of your customers. To analyze your qualitative data, such as reviews or social media comments, you will first need to code the data. This transforms it into quantitative data which can be more easily measured and compared. From there, you can combine different scores with demographics to find out what certain segments of your customers are saying to you.

          Step 3: Make Changes Based on Trends – Once you’ve identified trends within the voice of your customer, you can start making changes to your business model based on this feedback. But with so many options before you, where should you start? The answer is to start with the changes that will affect your existing, most loyal customers most, not prioritizing marketing to new customers. 

          Customer churn is costly, and you want to do everything you can to keep your existing customers happy. In fact, did you know that it can be up to 25 times more expensive to gain a new customer than to keep an old one? Sustainable business growth depends on a loyal customer base.

          Voice of the Customer Example: Zappos

          To better illustrate how this process can work, let’s use the shoe delivery company Zappos as an example. Shortly after their founding in the early 2000’s, Zappos was in trouble and nearly went under. 

          So what did they do? They put the customer at the center of all their operations by listening to their needs and defining a stellar voice of the customer program. Here are some of the ways Zappos puts the needs of their customers first:

          • Free shipping and returns
          • 24/7 warehouse for faster service
          • 365-day return policy
          • No time limits on customer service calls

          When they were acquired by Amazon in 2009, the company was worth around $1.2 billion. 

          There you have it, the three basic steps for understanding your customers better by defining their voice and an example of excellence to look up to. It’s time to start making changes that will help ensure your customer’s loyalty and create a better customer experience.

          Heidi Thiel
          + posts

          Sr. Content Marketing Specialist
          Pronouns: She/Her | About Me
          https://siegemedia.com

            This author does not have any more posts.
          Tags: audience developmentaudience strategyCustomer experienceCustomer engagement
          Share46Tweet29Pin10Share8
          Heidi Thiel

          Heidi Thiel

          Sr. Content Marketing Specialist Pronouns: She/Her | About Me https://siegemedia.com

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