Last week I presented my Voice of the Customer presentation at the Dutch Emerce eTravel 2011 event in Amsterdam. The event which focusses on developments and trends in the online travel industry was a great moment to share some of my experience setting up and maintaining Voice of the Customer programmes.
In my presentation I quickly touched base on why you need to be listening to your visitors. Not only will they share their thoughts and sentiments with you, but they will give you such valuable insights in what really matters to them. Let us not forget that it crucial to take these people’s thoughts into account, because they help pay the bills.
Taking action with VoC
After sharing some examples from my Voice of the Customer programme at Thomas Cook Netherlands where we employ iPerceptions’ 4Q Suite to collect and analyze data, I crank the notch up just a bit and talk about integrations with Web Analytics tools and Customer Experience Management tools. I have discussed the Web Analytics integration before. In a previous post I demonstrated how, thought the combination of Voice of the Customer data and Web Analytics, you are able to calculate the True Intent Conversion Rate.
Now, when you can integrate Voice of the Customer data with, for example, a session replay tool such as Tealeaf, PION or Clicktale, then you are in business. By integrating these data types, you will literally be able to match behavior with attitude. In other words, you will be able to see if people really do what they say.
Check out my presentation, preferably in full screen mode, and do not forget to share your thoughts and insights on the matter. I am all ears!