Social media teams and voice of the customer teams both gather loads of great insights from customers. So why don't they work together?
By the way, I'm anxious to be proven wrong - so please chime in if your company has a well coordinated cross-functional effort. However, too often it seems that is not the case. Regardless of the reasons, there is a great deal for each group to learn from one another and they either need to work together or be under the same functional umbrella.
Social media teams monitor streams of information from a variety of social media outlets. This means companies now have access to large volumes of customer comments and discussions that are immediate and spontaneous. Best of all, they are true, top-of-mind thoughts directly from a company’s most important stakeholder – their customers.
Voice of the customer strategists use a more controlled, structured approach to gathering insights from customers. This commonly tells a company how loyal their customers are, what experience have the most influence on customer loyalty, how they perform in a variety of customer experiences areas, how they stack up against the competition, and more.
Can these approaches be combined? Absolutely!
By listening to customers via social media and VoC strategies, companies have the benefit of immediate response from customers, but also have a better understanding of which customer experience areas are most important to prioritize. In other words, with all the feedback received through social media, the voice of the customer program can guide the organization on which online conversations deserve attention and resources.
Complete the picture - teams unite!
Patrick Gibbons Principal, SVP
P.S. My colleague, Leslie Pagel has written on closely related topics. Go here and here for more on the topic.