{"id":3251,"date":"2019-11-19T10:39:19","date_gmt":"2019-11-19T10:39:19","guid":{"rendered":"https:\/\/www.revuze.it\/?p=3251"},"modified":"2022-11-04T10:46:27","modified_gmt":"2022-11-04T10:46:27","slug":"voice-of-customer-vs-social-listening","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/voice-of-customer-vs-social-listening\/","title":{"rendered":"Voice Of Customer Vs Social Listening"},"content":{"rendered":"\r\n

Comparing Voice Of Customer vs Social Listening<\/strong><\/h2>\r\n\r\n\r\n\r\n

We\u2019ve been asked a lot how does Revuze or other Voice of the Customer (Or Customer Experience) solutions different from Social Media Listening solutions. Hopefully this post will set things right.<\/p>\r\n\r\n\r\n\r\n

What is the difference between Social Listening and Voice of the customer?<\/strong><\/h2>\r\n\r\n\r\n\r\n

At their core both Voice of the Customer and Social Media Listening solutions transform unstructured data into quantifiable insights \u2013 so business stakeholders can understand customers at scale. <\/p>\r\n\r\n\r\n\r\n

Unstructured data are customer feedback forms that don\u2019t have a set pattern. Unlike an address or phone number, unstructured forms of feedback could be answers to open ended survey questions, online reviews, social media responses, calls into a customer service center etc.<\/p>\r\n\r\n\r\n\r\n

Understanding unstructured data is critical to brands, as due to several different drivers, unstructured customer opinions are growing at a scary pace. In face per IDG it is growing at a rate of 62% per year and IDG predicts<\/a> that by 2022, 93% of all data will be unstructured. 
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\"Voice<\/figure>\r\n\r\n\r\n\r\n

What is Social Listening?<\/strong><\/h2>\r\n\r\n\r\n\r\n

Social Media Listening at its core is about real time monitoring\/response and influencer analysis for social media platforms.<\/p>\r\n\r\n\r\n\r\n

With so many social media channels and so much interaction on them, there are masses of data on social media.<\/p>\r\n\r\n\r\n\r\n

Brands are always concerned that something that they do will be perceived as negative (or positive, but the negative is the most concerning part) and will cause an online riot against the brand, hurting its reputation and eventually its sales.<\/p>\r\n\r\n\r\n\r\n

For this the core requirements from Social Media Listening are:<\/p>\r\n\r\n\r\n\r\n

  1. Access to all relevant social media platforms<\/li>
  2. Real time listening and alerting (Is there a hype cycle?)<\/li>
  3. Social Sentiment<\/a> analysis (Is the hype cycle good\/bad?)<\/li>
  4. Brand perception (While we listen, lets develop an understanding of what is said around our brand)<\/li>
  5. Influencer identification (Who is more influential within my customers and followers)<\/li><\/ol>\r\n\r\n\r\n\r\n

    Why is the Voice of the customer (VOC) important for brands?<\/strong><\/h2>\r\n\r\n\r\n\r\n

    Voice of the Customer answers a different need. With so many customer feedback channels and the growth of unstructured data, there is a huge opportunity today for brands to understand their customers and markets at scale and respond quickly to product, service or purchasing issues.<\/p>\r\n\r\n\r\n\r\n

    The old world of customer experience<\/a> was relying on manual research that was slow and not always wide enough, and brands used to take months if not years to recover from mistakes. A failed product launch could literally continue to fail for 6 months till the brand figured parts of it out.<\/p>\r\n\r\n\r\n\r\n

    These days brands have more feedback that they can handle, so no shortage of data, but the old methods don\u2019t scale to the data amounts.<\/p>\r\n\r\n\r\n\r\n

    For this the core requirements from a Voice of the Customer solution are:<\/p>\r\n\r\n\r\n\r\n

    1. Be able to analyze a wide range of unstructured data sources (surveys, calls, reviews, etc)<\/li>
    2. Granular topic analysis (What is said about our products\/services?)<\/li>
    3. Near real time analysis (How quickly can we know and fix?)<\/li>
    4. Sentiment analysis (What customers like and what they don\u2019t like?)<\/li>
    5. Emerging trends (New likes\/dislikes, new competitors, new features?)<\/li>
    6. Brand perception (While we listen, lets develop an understanding of what is said around our brand)<\/li><\/ol>\r\n\r\n\r\n\r\n

      For a deeper perspective on what makes such solutions more actionable, see a recent post titled The 3 capabilities of an actionable CX analytics solution<\/a>.<\/p>\r\n\r\n\r\n\r\n

      What\u2019s the difference between VOC and Social Listening?<\/strong><\/h2>\r\n\r\n\r\n\r\n

      As you can see there is some overlap. For both we want:<\/p>\r\n\r\n\r\n\r\n