More than just printing…

Most people wouldn’t dream of going on a long, expensive trip without a plan of where they want to go and some necessary tools like their GPS unit or at least a map to get them there. The same principles should apply to Voice of Customer (VOC) and integrated marketing.

Photo Credit: Betty Miller

Successful social media, mass media advertising and print programs that feature Voice of Customer (VOC) and Customer Experience Management (CEM) require an effective strategy with:

• Established goals
• Consistent business processes
• Clearly charted and executed plans
• Easily understandable measurement
• Pre-designed actionable follow up plans.

How do you pull your strategy together?

Photo Credit: Marc Habermacher

A cross media marketing approach combined with new software applications is allowing companies to capture, manage and analyze customer and market intelligence with far reaching results. Yet, I just read that 15% of the social media VOC programs launched do not have any provision for measurement of their results.

When polled, the companies contacted responded that they launched social media platforms in addition to their traditional marketing efforts because everyone one else in their business segment was doing it. They didn’t want to be left behind.

My question would be without a strategy – weren’t they? And they had invested in an expensive, ineffectual program to boot.

Are you listening to your customers and participating in dialogue with them?

Photo Credit: Ilker
Voice of Customer (VOC) integrated marketing offers a great opportunity to begin a dialogue with your customers to garner customer satisfaction data (perhaps initially as a survey), exchange emails with your customer, gather business intelligence as to the best way to modify online content, products, customer service, add to your CRM (Customer Relationship Management) system while still providing a consistent message across all media and more. Your efforts would only be limited by your creativity.

How Do You Measure Results?

Photo Credit: Gabriella Fabbri website

When measuring/quantifying results you can combine the business intelligence that you are gathering with internal enterprise information and also third party information for a fuller understanding of your customer. This information can be used to positively impact your ROI but a plan and measurement is key.

Voice of Customer (VOC) integrated marketing can be a great tool but strategy, marketing logistics and actionable measurement all need to be a part of the plan to achieve maximum results.