Voice of the Customer

Do you know your customer’s top priorities and pain points?

Do you know the basis on which customers make decisions between your product/service and alternatives?

Do you know how your customer’s perceive your strengths and weaknesses relative to competition?

Do you have insights into your customer’s purchase and use behavior?

Most business managers would agree that superior customer knowledge is critical to gaining a competitive edge. Yet, in many cases, that very knowledge about customers (or consumers, depending on your industry) is either incomplete or scattered all over the organization. EMM Group’s Voice of the Customer is a tool to help you collect the most important knowledge about consumers and convert that data into insights.

EMM Group’s Voice of the Customer approach helps you address some of the most important questions about your consumer:

• Who – are my target customer segments?
• What
  • Is the target’s purchase and usage behavior?
  • Are their perceptions of my brand versus competition
• Why – do target customers behave the way that they do?
• How – do I develop a value proposition that is compelling?
• Where & When – do I need to engage the customer to deliver value?

This information is collected through a combination of qualitative and quantitative approaches with a research design that is best suited for your industry and objectives. We have used everything from traditional in-depth interviews and focus groups to observational research to find how your customers engage with your product and services. Our quantitative survey-based research helps to put the rigor of significant samples and statistical analysis to find key decision variables and actionable knowledge and conclusions.

The Voice of the Customer is then made available to users so that they can drill into the knowledge-base.