Friday 23 April 2010

Voice of the Customer

Understanding the customer used to be “easy”. There was a formula and it worked. Then came the internet and the emergence of Web 2.0, bringing with it an explosion of digital touchpoints – emails, blogs, wikis, forums, and an array of collaborative media. Today, customers have a loud and clear voice. They openly share ideas, perceptions, and problems about products and companies. They create trusted communities and powerful, influential constituencies.
It’s an information-rich channel with a wealth of untapped customer intelligence. Traditional technologies can’t gain access or decipher the unstructured content that today’s customer conversations and insights are built upon.

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