VoC, VoE and Market Research Resources

You’ve probably got a customer experience program. Most companies do. 

And if you’ve got a program, you’ve probably got a vision. Which is nice. 

Whether you are preparing a PowerPoint, putting together a report, or a creating a dashboard, the best way to ensure your clients understand your research findings is to tell a compelling story with the data. In Market Research, this is often easier said than done, however! Storytelling is a mix of art and science and without the right tools and training, it can be an impossible feat. 

Every day, consumers watch and create videos, send WhatsApp audio messages and take selfies. According to the 2016 Ericsson Mobility Report, video content will account for 70% of all mobile traffic by 2021, which represents an increase of 55% over the next 5 years.

Big Data. It’s quite a fancy buzz word that many research clients like to throw around! But it’s often just a client’s way of saying “get me deeper insights”. For most research companies, however, the idea of looking to big data for deeper insights results in more questions than answers. 

In the business-to-business world, the concept of Voice of the Customer is gaining momentum. But despite good intentions, and the opportunity for increased revenue from both new and existing customers, building a successful VoC program in a B2B organization can be a challenge.

Transformational Change, a worthy goal indeed! 

But seriously, is it achievable? How do we as Customer Experience (CX) practitioners, help our organizations understand that a CX program CAN support transformational change, seriously!

As technology advances, the line between the physical and digital consumer experience is blurring across all industries. For example, more people are shopping online than ever before. Even inside brick-and-mortar stores, 82% of shoppers consult their smartphone regarding purchases they're about to make. And, it’s not just in retail. Digital banking capabilities have moved an increasing number of transactions from local branches to desktop or hand-held devices. In travel and hospitality, vacations are increasingly being booked partly or even entirely through mobile apps. 

Question: What is the common thread that drives successful customer experience programs, regardless of business size, shape or industry? 

Answer: They have developed and actively manage a CX strategy.

End users of research are more demanding than ever. They need insights to drive business decisions now. Sooner than now, if possible. 

The Market Research industry has been focused on meeting this ever-growing demand for years, but new opportunities to automate repetitive activities are emerging that will revolutionize the market. By using technology that allows researchers to shorten timelines and bring faster turnarounds to clients, MR agencies can focus on high-value processes that differentiate their offerings. 

Corporations conducting Voice of the Customer/Voice of the Employee surveys and Market Researchers often struggle with declining survey response rates and low respondent engagement. To combat those challenges, it is extremely important to create surveys that are fun, engaging, and reduce mid-survey respondent fatigue. To that end, research has shown that generalist market researchers, for example, can spend up to 17% of their total working time designing and programming surveys. With these factors in mind, it is imperative that survey designers have the tools they need to create highly engaging surveys, quickly and easily.