12 April 2014

Maybe the Voice of the Customer isn’t

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Criticizing Voice of the Customer (VOC) programs is like speaking out against motherhood and apple pie, writes marketing consultant Ron Shevlin. Yet, he says, there are (at least) two problems with the “voice of the customer” that many marketers don’t take into consideration:

1. It’s not really the customer’s voice.
The prompts included in survey questions may or may not reflect what respondents really think or what they’ve done. They often select a prompt because it most closely matches the answer they want to give. Given the opportunity, they might describe it differently.
If that wasn’t bad enough, market researchers take the linguistic limitations they create, then go and misinterpret the responses.

2. Customers don’t always have a voice to contribute.
Market researchers routinely ask consumers “what influenced you to buy this product?”
Often, consumers don’t really know what influences their decisions. Even when we think we know, we often lie to ourselves–as well as to researchers–about those reasons because we don’t want to appear (even to ourselves) to make decisions for the wrong reasons.

In conclusion, What we really need to focus on is understanding the gap between voice and behavior. That is: Why do consumers say one thing, yet do another?

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2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
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1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

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Putting People First blog redesigned

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