Many companies refer to the voice of the customer or the voice of the consumer as a way of demonstrating that they are customer centric or consumer driven. To them, the voice of the customer is an attitude that describes what directs every action of every department in the company.

To EMM Group, the voice of the customer is that and more. The voice of the consumer also describes a specific marketing tool, and a specific marketing knowledge management approach. To EMM Group, the voice of the customer is a way of organizing all data about the company's customers. It is fundamental to the marketing process, to demand generation, to insights development and to the innovation process.

The voice of the consumer can be built with a proprietary EMMGROUP software tool that arrays customer data by:

• WHO: Customer demographics, profile or firmographics
• WHAT: Product or service usage patterns
• WHY: Consumer motivations, customer insights
• WHEN: Purchase patterns
• WHERE: Channel and purchase location behavior
• HOW: Response analytics, marketing ROI relating to marketing expenditure and communication

The voice of the customer is critically important to organizational alignment, especially marketing and sales alignment. The voice of the customer is also an essential component in the insight development process and the innovation process.

EMM Group offers several tools and services relating to the voice of the customer, including:

• A voice of the consumer software tool from its EMMPower software suite
• Assembly of the data for arraying in the tool
• The identification of data outages, inconsistencies or anomolies
• The creation of a long-term research plan
• Insights development using the VOC to screen and stimulant in the insights process