Leveraging the Voice of the Customer (VoC) to Build a Better Brand, Application, and Product

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    Third-party cookies are on their way out, and first-party data is becoming more crucial. Businesses need to leverage customer feedback and evaluations to boost brand reputation and increase customer retention and loyalty.

    As the demise of the cookie slowly overtakes the plans and goals of advertisers, marketers, and developers, first-party data has become increasingly important, with the voice of the customer (VoC) leading the charge.

    Reviews are the foundation of a Voice of the Customer (VoC) program, and feedback is undoubtedly one of the essential aspects. Traditional text-based reviews, however, leave a plethora of helpful information unexplored. Here are a few ways how brands could leverage reviews and ratings to their advantage:

    The Role of Sentiment in Feedback

    When determining how well-received a product or app is, one area that brands and marketers seem to ignore is average ratings and reviews. This data is not hidden in the hundreds of data points flowing through the ecosystem nor in the number of emails gathered in the forms. Prospective customers monitor direct Feedback from the brand’s customers regularly and use it as a deciding element in the all-important decision of choosing or not a competitor brand.

    The most honest form of Feedback from consumers is average ratings and reviews, which should be considered the window to the VoC. Understanding how users feel and share their ideas and opinions is critical to starting significant product conversations.

    To help boost the reputation of the brand and roadmap, app developers should arrange Feedback by semantically analyzing the phrases used in reviews and taking action on the input. Companies cannot just claim to be focused on consumer experiences without first seeking Feedback on their claims.

    Also Read: How Social Media Marketing Fosters Digital Connections

    Creating a Great Product with First-Party Data

    The product page of an app is where ratings and reviews can be found. A positive reputation and clean image presented through this window are now crucial for an app to gain a competitive edge.

    User reviews, a form of first-party data, are straightforward to gather and implement. It becomes easier to absorb and construct a product roadmap by creating a structure around ratings and Feedback, especially when dealing with large volumes of reviews.

    First-party data, in its most valuable and usable form, is something that businesses should not overlook. Customers must believe in what the brand is selling for the product to evolve.

    Aligning Brand and Product Expectations

    Businesses must ensure that their brand purpose is linked with what they are releasing to the marketplace if they are to listen to user input and invest in creating a better product. Marketers invest time and money in building their brand’s reputation, which can quickly be shattered when product experiences, for example, fall short of expectations.

    The majority of user reviews are made available to the public. If they are not acknowledged or addressed promptly, the brand will quickly be associated with a poor customer experience. Furthermore, poor brand reputation immediately impacts churn, and when brand loyalty is low, the company faces an uphill battle.

    Apps must improve their response techniques to deliver the necessary customer experience, ensuring customer retention and acquisition — two components of the growth mechanism. Whether positive or negative, reviews encourage word-of-mouth marketing, which can help a brand gain more traction and loyalty. Brands must respond to customer feedback and ratings as fast as feasible and offer actionable solutions.

    Also Read: Account-Based Marketing: Top Four Common Fallacies

    The Future of Audio 

    Is there a role for the literal Voice of the Customer for data and feedback sources, given the significant consumer trend of exchanging audio messages via text? The popularity of audio messaging has spread to many aspects of people’s life, from social media to instant messaging.

    The option to leave audio Feedback, whether for accessibility or tone, might significantly impact the customer experience in an era where individuals prefer specific modes of communication and expect businesses to offer those channels.

    Is audio going to help or hurt accessibility? Will the use of profanity and robocalls be properly minimized or managed? Technology will evolve and bring up new avenues of brand connections as organizations continue to examine and empower their customers. Businesses must pay attention to what their customers are saying because it is their voices that will shape the next generation of the application, product, and brand.

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