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Social media and VoC teams unite!

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.

About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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0 thoughts on “Social media and VoC teams unite!

  1. Hi Pat, We’re working on this approach. Harnessing the two avenues for incoming customer sentiment is the easier part of the equation. Each requires a very different type of response and response time. I’d be interested to hear your thoughts on ways that teams can collaborate to close the loop on social media feedback.

  2. Dawn, great to hear from you. You are correct, the tougher part is closing the loop — particularly on unstructured feedback. I wonder if we could filter the information based on sentiment or key drivers in an attempt to separate the "noise" from the most important issues? Happy to discuss further if you would like.

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