You know the importance of aggregating, analyzing, and acting on your voice of the customer data, but with continually emerging channels, VOC practices become increasingly challenging to carry out. An organization with cross-departmental ownership of VOC, sophisticated data collection and analytical methods in place, and the commitment from the C-suite to communicate the importance of acting on VOC must be in place for real results to occur.
In fact a study conducted last year with Vovici (now Verint), Peppers & Rogers Group, and 1to1 Media aimed to gauge the state of VOC initiatives, found that 96 percent of companies are leveraging the VoC to improve business performance and 42.8 percent of respondents indicated that VoC initiatives have been assigned to either "a specific customer experience department." But nearly 50 percent of respondents said the greatest challenge regarding VoC initiatives were data related--collecting the right data, getting data out of department silos, analyzing and acting on collected data, and leveraging data across the organization.
1to1 Media Staff Writer Anna Papachristos examines companies' data collection efforts today in "Drawing the Line: 3 Tips for Keeping Data Collection Under Control." In the article, she discusses how, as customers help guide communication strategies, companies must focus their attention on honing their data collection methods. Many need to reassess their ultimate goals and processes in order to enhance the customer experience and cultivate trust. She offers up three tips for achieving success: 1. Collect data that matters, 2. Use insights wisely, and 3. Be transparent and secure.
If you're looking for additional data advice this week, I'll be attending Forrester Research's Marketing Leadership Forum 2013 on Thursday and will be tweeting from the conference. I anticipate hearing tips and advice from Richard Char, managing director and global head of Digital Networks and Retail Services, Citi Enterprise Payments, around how the organization is leveraging contextual data and analytics to help build relevance; Darren Stoll, group vice president of interactive marketing and analytics at Macy's, around the best sources of data to help inform marketing decisions; and Christy Chattleton, director, Customer Relationship Management, ESPN, about how the organization developed a competitive edge through the use of proprietary fan data.
Please follow me at @miladantonio on April 18 to see my tweets throughout the day. Hopefully you will pick up a tip or two to help in your own data investments and strategies to help make more informed decisions about your customers and your business.