The Importance of Technology in Your Voice of the Customer Program

By: Kate Zimmerman

November 13, 2015

Sentiment Analysis
Social Customer Care
Social Engagement
social listening
social media
Voice of the Customer

A Voice of the Customer (VoC) program is an important part of any successful customer experience management initiative. However, it’s nearly impossible to fully implement VoC on your own. Technology can help you create a winning program and even more happy customers in three simple steps.

1. Gather
First, you need to gather your social media data into one place. This allows you to see the voice of your customer all together, monitor it, and engage with your customers. Your customers are turning to social media because they want to be heard. Make sure you are hearing them by using a software product such as Engagor to keep this information organized and actionable.

Monitoring your social media in this way makes it easy to close the loop with each customer. Forrester recommends prioritizing customers that reach out to you directly. After that, there can be opportunities to reach out to multiple customers with similar comments at the same time. Either way, make sure you respond somehow.

2. Analyze
Once you have gathered the data from social media in one place, you need to analyze it. Looking at this data in aggregate allows you to identify trends and pain points that you can address. Clarabridge’s text analytics software identifies sentiment and emotion in your customers and pinpoint the areas that need to be addressed.

Analyzing your data is a critical next step. Even if you are deeply imbedded in engaging with your customers through social media, it can be difficult to step back and see the bigger picture. This data can also be combined with your other sources of customer feedback to give you an even more complete picture of the customer’s journey with your brand. Companies with advanced CEM programs also analyze demographic and purchase data from their CRM systems alongside feedback data.

3. Share
Once you have analyzed your data and identified actionable insights, it’s important to share this information with your executives and the teams that can implement necessary changes. Clarabridge’s CX Studio is a dashboard that allows you to display all this data in an easily digestible and shareable format.

You must share this data to become a customer-centric business. Just listening to your customers and understanding what they are saying is great, but the real differentiator comes from what you do with that information. It needs to become central to your organization and accessible by those who will make improvements. Creating a recurring standing meeting around insights or a central hub for the information to live in is a great way to imbed this customer-centric mindset into your organization.

To learn more about the importance of using the voice of the customer in your social media program, check out our complimentary Forrester report, Q&A: The Top 10 Things to Know About Social Media in VoC Programs.


Kate Zimmerman is a Product Marketing Associate at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.