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The voice of the customer is the customer's comments, needs, wants, preferences, and expectations of a product or service. In the past years, the voice of the customer has taken a new level of significance as brands are becoming more customer-centric. 

In addition, customer experience is a key differentiator against competition. Thus, businesses prioritize the customer's voice to meet their ever-increasing needs and improve customer experience. 

Learn about the voice of customer (VoC) software and how it can be valuable to your business. 

What are voice of customer tools?

Voice of customer tools are software applications that gather feedback from a customer base. Typically, VoC tools capture data from websites, emails, and points of customer interactions. Feedback collection strategies can be as simple as mobile surveys, interviews, suggestions, focus groups, and observations. 

The main objective of using VoC tools is to gather actionable data that can help businesses improve customer experience. In addition, businesses can use insights gathered from the software to improve products or customer service support.

Various VoC tools are available in the market, and businesses can optimize them depending on their needs. Some of the common VoC tools are:

  • Sentiment analysis software: Keatext, MonkeyLearn, and Relative Analytics

  • Auto ticket tagging: Alchemer

  • Feedback management platforms: Confirmit and SurveyMonkey

  • Customer journey mapping: Forsta, Qualtrics, and Medallia

Businesses should pick the appropriate VoC tool depending on their business models. As attractive as many of these VoC tools may look, you need to understand what will benefit your business. 

When choosing the perfect VoC software for your business, consider the following:

  • Size of business (are you a small business or an enterprise?)

  • Objectives of listening to the customer's voice

  • Technical limitations such as privacy

Once you’ve determined the best customer analysis software, define your VoC strategic goals. Setting your business goals is the first step in running a successful VoC program. This includes creating a plan for execution and determining all persons involved. Common goals include improving customer experience, building better products, introducing new services, or determining market share. 

The benefits of customer analytics tools

The benefits of using voice of customer software include:

• Enhanced customer experience

VoC allows one to craft the best user experience and optimize the path to purchase. It’s an effective way of understanding customer pain points as they interact with your brand. By analyzing customer journeys, you’re in a better position to correct friction points and deliver a better customer experience. 

• Developing better products and services

Listening to customer voices helps businesses to transform their products and services. VoC provides a good foundation for new product and service innovation. With insights gathered from VoC software, business owners get to know what features customers love and value the most. 

As a result, business owners are now in a better position to build greater products that are a closer fit to their requirements. 

• Increased customer loyalty

When you act on customer insights, the retention rates increase and brand loyalty improves. Furthermore, when customers' feedback is appreciated and acted on, they feel more valued and will make repeat purchases. They’re also likely to be brand promoters rather than detractors. 

• Improved business sales

Customers will likely purchase more from a company with a strong customer service experience. Through a VoC program, a business owner spots potential brand crises, reduces churns, and customizes products to meet customers' demands and improve revenue. Increased sales will also be attributed to the business's ability to attract new customers that are satisfied with your brand. 

• Improved decision making

With VoC tools, businesses can make informed decisions that reduce operational costs. Operational processes are therefore optimized. In addition, when VoC data is correctly interpreted, business owners can have a clearer picture of new market opportunities and their competition and benchmark ways to optimize performance levels.

Combine top customer analytics tools to create an amazing product experience

The following are VoC best practices to create a fantastic product experience for your customers:

1. Monitor all customer interactions

Remember that customer feedback doesn’t happen at one point in time but is instead a back-and-forth process. There are three categories of feedback data: direct, indirect, and inferred feedback. 

Direct feedback is collected via complaint forms, focus groups, or surveys. On the other hand, indirect feedback is collected through online reviews, social media platforms, or text analytics. Finally, inferred feedback can be behavioral data associated with customer experience. As a business, you should aim to gather feedback regularly to track trends and gain momentum. 

2. Combine top customer analytics tools 

There isn't a single tool that can deliver all the customer feedback needed. Furthermore, using only one customer analytic tool limits the accuracy of customer insights. Therefore, finding the right combination of customer analytic tools has never been more important. 

Some of the best options include Dovetail, Google Analytics, and Qualtrics. Dovetail, for instance, has information on customer surveys that will make a difference when conducting your research.

3. Take appropriate actions on your VoC findings

Although most businesses have VoC software programs, the successful ones are those that make the best use of VoC data. By analyzing customer data, you get feedback on new product concepts and determine when to stop the production of unwanted products. Use the collected insights to inform change. 

When companies fail to act on feedback, customers feel ignored and may hesitate to share insights. As a result, brand reputation and growth efforts suffer immensely. 

4. Close the feedback loop

Once you’ve implemented the changes, check on how the actions have improved customer experience by gathering new customer feedback. 

Get started with VoC software

VoC software is essential to improve overall customer experience. Nevertheless, remember, you have to listen to what customers need if you want to be successful. We hope this overview inspired you to choose a VoC software tool that best fits your business. If not, take a look at Dovetail, an insight hub with all kinds of survey data. 

If you want to get started with your voice of customer strategy, Dovetail is worth considering. We take VoC seriously. At Dovetail, our mission is to collect VoC information directly and store it in our insights hub. No matter the use case, Dovetail makes it easy to create actionable insights by collecting all your survey data and storing it in a single, searchable repository. 

Through our insight hub, we help both midsize and large businesses capture real-time customer feedback. Our insights hub has vast information, from user journey mapping, consumer demographics, and segmentations to customer surveys. In addition, our insights hub stores customer research information like engagement ratio and feedback to ensure your team is empowered to prioritize customers first. 

With this vast array of data, you can predict how customers behave when interacting with your organization in any way. Through this, business owners can access the information and accurately project sales for their newly created products. 

Furthermore, business owners can access information to extract value from customer data and meet their demands. In addition, the more you know about customer preferences, the more successful you’ll be at creating relevant products that will resonate with them positively. 

Royal Bank of Scotland
Zip Money
Universal Music
Intrepid Group
ZoCo Design
DoubleCheck Research
The Honeycomb Works
Hear Me Out
Harvard Business Publishing
Meld Studios
Warner Music Group
The New York Times
Condé Nast
BCG Digital Ventures
State Street

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