Not a single business can survive and become an industry leader without listening to their customers.That is why it is important for everyone in the industry to know the voice of their customer.Effective voice of the customer programs allow you to connect and engage with customers at key points in the customer journey.

Voice of the Customer (VoC) is a market research technique that produces a detailed set of customers wants and needs, organized into a hierarchical structure, then prioritized in terms of relative importance and satisfaction with current alternatives.

There are many ways to obtain VoC; focus group, individual interviews, ethnographic techniques, etc.

The data collected from VoC survey can be used to help determine market segmentation, product evaluation, and awareness, along with the customers’ overall satisfaction. That is why it is critical that the product development team are involved in the process.

VoC surveys are usually personally addressed to the individual, asking specific questions based on customers’ recent purchase or request.

Here are 4 key areas to consider when building your VoC program:

Capture: It’s important to identify customer listening posts both internally and externally. Surveys are the easiest and most common way to establish listening posts across all customer touch-points and departments.

Analyze: After capturing key insights, you can then analyze feedback in real-time. It’s important to deliver clear and actionable insight to the right employee stakeholders.

Act: Successful VoC programs put you in the best position to act on real-time insight. Knowing where the problem areas are allows you and your team to take corrective action.

Monitor: Continuous monitoring helps you to track your results over time. Having a real-time pulse on your customers helps you uncover patterns to see where you are making improvements across the enterprise.

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Ideals of every entrepreneur is to have a sustainable business and every consumers familiar with the products. But because it has been too long lifespan of the products, the company didn’t realize the consumers need has been changing. If the company doesn’t renew the products, even of the design, various the products or marketing and of course based on consumers need, probably it will  facilitate the new threat enter the business.

Avoiding this case, company should develop new product. Before the company develop new product, better they do survey to ensure whether a new product is a hit or a miss. Send the questions to potential consumers to make sure they love your new ideas or collect invaluable consumers who haven’t purchased from your company before too. These questions need to be considered carefully, to avoid product failure after considerable investment down the line.

• What’s your first reaction to this new product idea?
• How well, if at all, does the word “INNOVATIVE” describe this new product?
• How well, if at all, does the word “WELL-MADE” describe this new product?
• How often, if ever, do you currently use other, similar products?
• If this product were available today, how likely would you be to buy this product?
• How likely is it that you would recommend our new product to a friend or colleague?
• When you think about this new product, do you think of it as something people might NEED or as something people might WANT?
• When you’re considering new products in this area, what are the top two things you generally consider?
• In your own words, what are the things that you like most about this new product?
• In your own words, what are the things that you would most like to improve in this new product?

When the survey has done, you can analyse what consumers like and where you can do the improvement of your idea about the product. This stage gives you a chance to develop the concept further, and thinking the strategy of your marketing message will be.

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Concept testing is the process of using quantitative and qualitative methods to evaluate consumer response to a product idea prior to the introduction of a product to the market. In other hand, it can save you a lot of money and time to concept test your idea first before bring it to the world.

Basically, concept testing can be simple and quick or iterative and sophisticated. In this article, we’ll specifically talk about a qualitative methods through a survey platform. Here are some ideas to help beginners and professionals get it right.

Identify your survey need

After a long process of collecting idea for your product, you might need to learn whether your ideas is resonate with the segments who are likely to become your costumers. You better start with the questions such as :

• Does this product stand out against my competitor’s product?
• Does this product capture customers attention?
• Do they recognize this brand?
• Do they trust this brand?
• which button would make them buy?

The answers to these questions make it easy to choose a concept to go with, and they help hone the final product. 

Conduct your concept testing survey based on your need

Some of you may still confuse on how you apply these concept testing methods? First, you have to remember that all sorts of business challenges can be solved with the right test testing. Therefore, you have to know exactly what kind of survey will match your need. Here a few example: 

• Logo Testing. Online surveys are a great way to test different creative concepts and designs to ultimately come up a logo that visually communicates your brand best. 
• Website design and feedback. Trough a concept testing survey you can get an insight about your target population think related to your website design. Beside, it help you make sure you get everything right.
• Social Media Campaigns.  Do your customers expect to see you on Twitter? Or do they prefer to find out about you via a blog, on LinkedIn, or on a Facebook news feed? Use an online survey to find the answers you need.
• Ads, landing, pages, and conversions. Many online marketers test headlines, images, and content on their websites to identify winning combinations of messages and creative. Which ad tends to grab the most eyeballs, and is the ad compelling enough to get visitors to click, convert, and become customers? This method of testing is can give your conversion rate optimization efforts a real boost.

Testing your ideas before launch it to the market is important so that you can maximize strength of your future product and eliminate the weakness. With JAKPAT, you can conduct surveys to the specific segment of respondents so you can have the data you need.

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To keep your business growing, it is best to keep track on how happy your customers are with your product or services. Customer satisfaction is important because it will help you, marketers and business owners to manage and improve your business.

Now, what is customer satisfactions? It is the state of mind customers have about a company and its products or services when their expectations have been met or exceeded.

When customers are satisfied, it usually leads to customer loyalty and product repurchase, that is why it is important to keep your customers satisfied. But keep in mind that measuring satisfaction is not measuring loyalty.

To see how your products and/or service met or surpassed your customers’ need, the followings are typical questions asked:

1. Overall, how satisfied are you with (brand name)?
2. Would you recommend (brand name)?
3. Do you intend to repurchase (brand name)?

Or if you want to get more creative, you can ask about these points in your own ways:

• Expectations and their Confirmation or Dis-confirmation (was worse, better than expected)
• Performance of the product or service
• Emotional measures of satisfaction (good feelings, bad feelings, happy, sad)
• Willingness to repeat behavior (assumes satisfaction)
• Direct measures of overall satisfaction

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