Leveraging VoC Into Advanced Customer Experience Management

shadow RTP RT032 FEAT Advocacy Sept 2014

As many individuals, businesses and organizations have discovered, the Voice of the Customer (VoC) is coming through loud and clear today. Consumers have never had more platforms, or handier tools, for amplifying their delight — or their disgust — with products, services, campaigns and causes.

It’s essential that retailers tune in to these multiple “broadcasts.” Even more important is tying what they learn to specific actions, letting shoppers know that they are indeed being heard and heeded. The rewards from well-executed Social Customer Experience Management (CEM) are larger measures of loyalty from customers than ever before.

How big a payoff is possible? Consider the results from a 2013 study conducted by SocialTwist, which analyzed data from 119 social referral marketing campaigns run by some of the world’s leading brands, covering industries including consumer products, financial services, membership organizations, retail, and e-commerce. The social referral campaigns covered an 18-month period and involved an aggregate of 3.2 million consumers; retail accounted for just over one in four (27%) of all the programs studied, exceeded only by consumer products at 35%.

This two-part report analyzes the benefits and challenge of listening to the Voice of the Customer (VoC) and incorporating social advocacy into the retail marketing mix. Fill out the form below to download a complimentary pdf of the complete report.


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