Today, customers are in control. The power is increasingly shifting from the brand to the digital customer, which has completely overturned the traditional understanding of the customer journey. This means that digital-empowered consumers often know more about products, services, pricing and reputation than the brands themselves.
As a result, marketers are now required to anticipate their customers’ needs, wants, perceptions, preferences and expectations in order to be competitive. To accomplish this, brands need to better understand their customers.
Digital VoC is a marketing research technique that allows you to learn more about your customers by obtaining their feedback on your digital platforms, from your website to your mobile app. Running a digital VoC is not a ‘nice to have’, but a critical ingredient to better understand the digital customer lifecycle and create meaningful experiences for newly-empowered customers.
However, choosing the right digital VoC solution isn’t easy. There are many different solutions with different capabilities, but not all of them may meet your specific business needs.