voiceofcustomer
Definisjon
Voice of customer (VoC) refererer til prosessen med å innhente kunders forventninger, preferanser og misnøye for å forbedre produkter og tjenester.
Synonymer3
Antonymer2
Eksempler på bruk1
The company uses voice of customer data to enhance product design; Gathering voice of customer insights helps tailor marketing strategies; Voice of customer analysis revealed key areas for service improvement.
Etymologi og opprinnelse
The term 'voice of customer' originated in business and marketing contexts in the late 20th century, combining 'voice' (from Old English 'wīs' meaning sound or utterance) and 'customer' (from Old French 'custumer' meaning one who purchases goods or services).
Relasjonsmatrise
Utforsk forbindelser og sammenhenger
a/b-testing
A/B testing and Voice of Customer (VoC) are intricately linked in marketing, business, and digital strategy through a feedback-driven optimization loop. VoC programs collect qualitative and quantitative insights directly from customers about their preferences, pain points, and expectations. These insights inform hypothesis generation for A/B tests by identifying which elements of a digital experience—such as messaging, design, or functionality—are most likely to impact customer behavior. Conversely, the results of A/B tests validate or challenge assumptions derived from VoC data, providing empirical evidence on what changes actually improve key metrics like conversion rates or engagement. This iterative process ensures that customer feedback is not only heard but systematically tested and translated into measurable business outcomes. Practically, VoC data guides the prioritization and design of A/B tests, while A/B testing quantifies the impact of changes inspired by VoC, creating a continuous cycle of customer-centric optimization that reduces guesswork and increases the effectiveness of marketing and digital strategies.
"ABC-Analyse (Strategic Method of Inventory Management)"
is used for prioritizing inventory based on customer demand insights
Ad monitoring software
Ad monitoring software tracks and analyzes the performance, placement, and messaging of advertisements across various channels, providing real-time data on how ads are received by target audiences. Voice of Customer (VoC) programs systematically collect and analyze customer feedback, sentiments, and preferences from multiple touchpoints such as surveys, reviews, social media, and direct interactions. Integrating insights from VoC into ad monitoring enables marketers to contextualize ad performance data with actual customer perceptions and experiences. For example, if ad monitoring software shows a decline in engagement or increased negative sentiment around a specific campaign, VoC data can reveal the underlying reasons—such as messaging misalignment, unmet expectations, or product issues—allowing marketers to adjust ad content, targeting, or offers more precisely. Conversely, VoC insights can inform ad monitoring by highlighting which customer pain points or desires should be emphasized in ads, ensuring campaigns resonate more authentically. This synergy enhances digital strategy by aligning advertising efforts with genuine customer needs and feedback, improving ROI and customer satisfaction through data-driven, customer-centric ad optimization.
Ad placement
Ad placement decisions are critically informed by Voice of Customer (VoC) insights because understanding where and how customers engage with content allows marketers to position ads in environments that maximize relevance and impact. Specifically, VoC data—gathered through surveys, reviews, social listening, and direct feedback—reveals customer preferences, pain points, and behavioral patterns, which can be mapped to media consumption habits and preferred channels. By integrating VoC insights, marketers can identify the platforms, times, and contexts where target audiences are most receptive, enabling more precise ad placements that increase engagement and conversion rates. Furthermore, continuous VoC monitoring helps optimize ad placement strategies over time by detecting shifts in customer sentiment or emerging channels, ensuring that ad spend is allocated to placements that resonate authentically with customer needs and expectations. This feedback loop between VoC and ad placement enhances personalization and reduces wasted impressions, directly improving campaign ROI and customer experience.
Account based marketing (ABM)
Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with highly personalized marketing efforts. Voice of Customer (VoC) programs systematically capture detailed feedback, preferences, pain points, and expectations directly from these target accounts or their key stakeholders. Integrating VoC insights into ABM strategies enables marketers to tailor messaging, content, and offers precisely to the unique needs and challenges of each account, increasing relevance and engagement. For example, VoC data can reveal specific product feature requests or service gaps within an account, which ABM campaigns can address through customized content or solution positioning. Additionally, ongoing VoC feedback helps refine ABM tactics over time, ensuring continuous alignment with evolving account priorities and improving sales and marketing coordination. In digital strategy, leveraging VoC data within ABM allows for dynamic personalization across digital channels (e.g., website experiences, targeted ads, email sequences) that resonate deeply with decision-makers at target accounts, thereby enhancing conversion rates and ROI. Thus, VoC acts as a critical input that informs and sharpens ABM execution, making the marketing efforts more account-centric and outcome-driven.
Account executive
Account executives act as the primary client-facing representatives responsible for managing relationships and driving sales or project success. In marketing, business, and digital strategy contexts, they leverage Voice of Customer (VoC) insights—systematic feedback collected from customers about their experiences, preferences, and pain points—to tailor their communication, proposals, and solutions. Specifically, account executives use VoC data to identify unmet customer needs, prioritize features or services that resonate most with clients, and anticipate objections or concerns before they arise. This enables them to craft more compelling value propositions and negotiate effectively. Additionally, by continuously feeding VoC insights back into internal teams, account executives help align marketing campaigns and digital strategies with real customer sentiment, ensuring that messaging and product development remain customer-centric. Thus, VoC empowers account executives to move beyond generic sales pitches toward consultative selling grounded in authentic customer feedback, enhancing customer satisfaction and retention.
Ad creative
Ad creative—the design, messaging, and format of advertisements—must be deeply informed by the voice of customer (VoC) data to resonate authentically and drive engagement. VoC captures customers' expressed needs, preferences, pain points, language, and emotional triggers through channels like reviews, surveys, social media, and support interactions. By analyzing VoC insights, marketers can tailor ad creative to reflect the actual language customers use, address their specific concerns, and highlight benefits that matter most, thereby increasing relevance and conversion rates. For example, if VoC reveals that customers value ease of use above all, ad creatives can emphasize simplicity and user-friendliness in headlines and visuals. Additionally, iterative testing of ad creatives against VoC feedback allows continuous refinement, ensuring messaging stays aligned with evolving customer sentiment. In digital strategy, integrating VoC into creative development supports personalized, customer-centric campaigns that improve ROI and brand loyalty by making ads feel less generic and more like direct conversations with the target audience.
Ad copy
Ad copy and voice of customer (VoC) are intrinsically linked in marketing and digital strategy because effective ad copy must resonate authentically with the target audience’s expressed needs, preferences, and pain points, which are captured through VoC insights. Specifically, VoC data—gathered from customer reviews, surveys, social media, and support interactions—provides concrete language, emotional triggers, and value propositions that reflect how customers describe their problems and desired solutions. Marketers leverage this real customer language to craft ad copy that speaks directly to the audience’s mindset, increasing relevance and engagement. This alignment reduces assumptions and guesswork in messaging, leading to higher click-through and conversion rates. Additionally, ongoing VoC feedback enables iterative refinement of ad copy to address emerging customer concerns or shifts in sentiment, making campaigns more adaptive and customer-centric. In digital strategy, integrating VoC into ad copy development supports personalization at scale, as segments can be targeted with messaging that mirrors their unique voice and motivations, thereby improving campaign ROI and brand loyalty.
ad exchange
An ad exchange is a digital marketplace where advertisers buy and sell ad inventory in real time, often using programmatic bidding. Voice of Customer (VoC) refers to the collection and analysis of customer feedback, preferences, and behaviors to understand their needs and sentiments. The relationship between ad exchanges and VoC lies in the optimization of ad targeting and messaging. Specifically, insights derived from VoC data—such as customer pain points, preferences, and language—can be integrated into the audience segmentation and creative strategies used in programmatic advertising on ad exchanges. By feeding VoC insights into the demand-side platforms (DSPs) that participate in ad exchanges, marketers can tailor bids and ad creatives to resonate more deeply with specific customer segments, improving relevance and engagement. Conversely, performance data from ad exchanges (click-through rates, conversions) can be analyzed alongside VoC feedback to refine customer personas and messaging strategies, creating a feedback loop that enhances both customer understanding and ad effectiveness. This synergy enables more precise, customer-centric digital campaigns that maximize ROI and customer satisfaction.
Ad creative testing
Ad creative testing and voice of customer (VoC) are tightly linked through the iterative process of refining marketing messages based on direct customer insights. Voice of customer programs collect qualitative and quantitative feedback on customer preferences, pain points, language, and emotional triggers, which serve as foundational inputs for developing hypotheses in ad creative testing. By integrating VoC data, marketers can design ad creatives that resonate more authentically with target audiences, using the exact words, themes, and value propositions customers express. During ad creative testing—such as A/B or multivariate tests—these VoC-informed creatives are evaluated for engagement, conversion, and emotional impact. The test results then validate or refine the initial VoC insights, creating a feedback loop where customer voice continuously informs creative optimization. This relationship ensures that ad creative testing is not based on assumptions but grounded in real customer sentiment, improving the effectiveness and ROI of digital campaigns. Practically, this means leveraging VoC analytics to generate creative concepts, then systematically testing those concepts to identify which customer-driven messages perform best in market conditions.
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