In a recent blog posting, Bruce Temkin of the Temkin Group stated: the ultimate goal for any Voice of The Customer (VoC) program should be to infuse customer insight into every decision within an organization. However, he went on to say that not many companies had achieved this goal.
In fact, finding customer data is not a problem for most companies. The world is swimming in data. If you don’t have it, you can buy it, rent it, or collect it.
There is no shortage of survey and data gathering methods either. By last count, there were more than 300 survey vendors. Yet most companies with Voice of the Customer programs are struggling to gain insights from survey and feedback data.
That is because most of their time is spent sampling, surveying, and managing feedback. That includes setting up feedback channels, establishing survey frequency, etc. Attempting to find the ‘ah-ha’ insights often begins with an export to Excel and hours of cross tab work.
But not everyone is a statistician or computer scientist, and not everyone wants to sift through large data sets. Remember: The goal is not to gather gigabytes of data, it is to create actionable insights that drive change. If you work with a vendor that thinks gathering more data is the end-goal, turn and run!
And by all means, use technology for what it’s best for; making complex things simpler. In this case, turning mounds of data into insights. The right technology is ideally suited to bring all your VOC and operational data together, to easily pinpoint relevant trends, and to reveal actionable insights.
“What’s ubiquitous and cheap?… Data. What’s Scarce and Expensive?…The talent to analyze the data and tell the story. Data: understand it, process it, transform it, visualize it, communicate it.” Hal Varian, Chief Economist at Google
Great post Adam, and I hope you keep blogging.
I would agree that the ability to gather data, examine it and find actionable paths are three distinct talents. When a great company gives you the ability to combine them together, that is value. Thanks for the insights!