“We really need to listen to the voice of the customer.”
\nIf you’ve never heard this phrase before, then you either walk around with your headphones in all day or you’ve never worked at a startup. 89 percent of companies are using customer experience as a way to differentiate and compete.
\nIf 9 in 10 companies are investing in voice of customer (VoC), isn’t it about time you did, too?
\nWhile VoC and customer experience programs can be vast and complicated, sometimes simpler is better. As Lao Tzu once said, “The longest journeys start with a single step.”
\nCustomer experience is all about brand awareness and how brands make a person feel. It’s all about perception.
\nIf you don’t already have a VoC team at your company, you can get a ton of immediate value by sending your customers or target customers brand perception survey.
\nThese types of surveys have a long history of providing us marketers with the bearings we need to quickly understand how consumers perceive the brands we work for.
\nToday we’ll look at 3 brand perception survey questions you can use jump-start any VoC or customer experience initiative.
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1. How does <Brand> make you Feel?
\nIt might sound a little vague but one of the best questions you can ask a consumer is simply this:
\nHow does <Brand> make you feel?
\nAllow your respondents to provide open-ended answers and then go through and categorize/classify what they say.
\nWhy is this such a smart question? Depending on how many people you ask, you can use the results in several meaningful ways:
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- Measure true sentiment: Take all of the responses you receive and classify them as negative, neutral, or positive to see if people are overall for or against you \n
- Determine salience: Neutral comments are sometimes worse than negative opinions because it means people don’t even know your brand well enough to form an opinion \n
- Trending emotion: Asking this survey question regularly allows you to trend your sentiment and salience scores, which means you can then set objective goals for improving the experience. \n
In addition to the tactics you can implement to quantify this question, it is also a qualitative gold mine. The anecdotes that people provide you with can completely transform your marketing strategy.
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One example that comes to mind is a restaurant delivery service. Consumers said that the brand made them feel lazy or languid–which means lazy if you’re too languid to look it up like me.
\nOnce the brand understood that there was some emotional guilt going on in the heads of their customers, it allowed them to start speaking with their customers on another level. Now they invite people to treat themselves and quiet that voice of guilt in their heads because they’re not lazy, they’re worth it.
\nWhat a great example of how just changing how you speak about your product with your customers can fundamentally change the customer experience.
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