Most brands track visitor behaviour on their digital properties and believe that this is enough to understand the customer experience. The truth is, behaviour metrics alone tell only part of the story, because while they indicate what your customers are doing, they don't explain why. At Apisum Consulting, we believe that understanding why your customers do what they do is essential to completing the customer experience picture. And the only way to do that is to ask them. With a more holistic view of the customer experience, brands are equipped with information to improve their offering so that they can stay relevant and ahead of the curve in an increasingly competitive world.

What is Voice of Customer?

Voice of Customer (VoC) is a type of market research engagement used to gather customer feedback from your audience. It allows you to dialog with them, usually through a research study, where you can ask questions that get to the heart of your business issues. Maybe you want to understand what is working with your offering, and where you can improve. Or why your customers didn't purchase your product and what their next step would be. The possibilities are endless. By listening to what your audience has to say, you have access to direct feedback that can ensure that you are meeting your customers' expectations or make necessary adjustments.

There are different types of VoC solutions available. Selecting the right one is important, and depends on what kind of information you are trying to gather, as well as what initiatives you are trying to inform. 

Contact us to find out what type of solution would work for you.