When you have a sinus condition, you wouldn’t go to see a chiropractor. While a chiropractor is talented when it comes to matters of the spine, he doesn’t have the skills needed to solve your sinus problem. An ear, nose and throat physician is perfect for your situation.
When it comes to the Voice of the Customer (VoC), a term that describes the process of capturing customer expectations and preferences, a Market Research approach and a Customer Experience approach are different specialties just as a chiropractor and an ENT.
A market research approach as it pertains to the VoC is to provide important key information identifying and analyzing the marketing need, size and competition. For example market researchers may try to identify what color to make this season’s washer and dryer by doing interviews at a local shopping center. The most appealing color for customers means higher sales, bigger market share and a winning brand. The research in this case has little to do with how the customer experiences the relationship with the organization – the purchase, the service and support, the warranty, etc.
A VoC customer experience approach goes beyond the marketplace, goes beyond the strategic and gleans tactical insights about how the customer is using the product and interacting with the company in person, on the phone or through electronic channels. Does the customer find value in the product? Would they buy it again? Would they refer the brand to their friends or colleagues? Is the customer a brand advocate on the social networks? A VoC customer experience approach seeks to holistically validate the customer findings. Oh, and the WHY behind these critical metrics.
While the chiropractor and ENT are doctors, the methods employed and what they treat within the body are drastically different. Similarly, VoC market research and a customer experience approach are related in the discipline of research, but the results are as drastically different.
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