How to Use the Voice of Your Customer to Grow Your Business 1 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com To Grow Your Business ________________________________ > You Only Need To Do Four Things Right: ________________________________ 1. Deliver the right message 2. To the right market 3. Through the right channel 4. At the right time ________________________________ ________________________________ ________________________________ ________________________________ 2 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com Voice of Your Customer ________________________________ > Why collect VOC > How to collect VOC > Who to ask > What to ask > Way to use VOC to grow your business >Q&A ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ 3 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com “We slip from our obligation to know what consumers are thinking…into believing they are like us; and from there we slide further into believing we can think for them and understand their actions.” ~ William McComb, CEO, Liz Claiborne, Inc. ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ © Copyright 2011, Marketing Solutions, Inc. All Rights Reserved How to Use the Voice of Your Customer to Grow Your Business 4 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com Why Collect VOC Data > Reduce Customer Attrition > Increase Customer Acquisition > Establish Competitive Advantage > Facilitate Continuous Improvement > Accelerate the Growth of Your Business ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ 5 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com How to Collect VOC Data > Two Primary Collection Methods ________________________________ ________________________________ – In-depth interviews (one-on-one) • In person by HR staff • Over the phone • Takes 15-minutes ________________________________ – Focus groups (8 to 12 people) • In person group session facilitated by HR staff • Outside of your office • Takes 90-minutes ________________________________ ________________________________ ________________________________ 6 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com Who to Ask > Building Your Sample: – Your best customers – Your lost customers – Homogenous segment – Large enough sample ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ © Copyright 2011, Marketing Solutions, Inc. All Rights Reserved How to Use the Voice of Your Customer to Grow Your Business 7 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com What to Ask > Primary Conversation Topics: – Keep, stop, start – Most important deciding factors – Your key competitors – How they find providers like you ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ 8 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com Way to Use VOC > Improve Results from Marketing (top line) – Enhance your products and services – Distinguish your market position – Strengthen your key messages – Improve channel (media) selection – Optimize website search & social media ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ 9 ________________________________ How to Use the “Voice of Your Customer” to Grow Your Business www.mktg-solutions.com Way to Use VOC > Optimize Your Operations (bottom line) – Mitigate your operational weaknesses – Leverage your productivity strengths – Eliminate non “customer value” waste – Enhance your customer services – Develop staff training programs ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ © Copyright 2011, Marketing Solutions, Inc. All Rights Reserved