Voice of Customer
Martec provides Voice of Customer insights that allow our clients to confidently understand the authentic “voice” of both current, lost and prospective customers. In turn, these insights provide clients with a deeper understanding of the key drivers of customer satisfaction and loyalty…driving both operational improvements and targeted marketing/communications to improve market share and profitability.
To ensure insights are captured precisely and completely, Martec advocates for a balanced approach to Voice of Customer (VoC) insights that is broadly applicable for both B2B and B2C brands. Martec employs diverse methodologies and analyses to fully understand VoC insights:
- Qualitative and quantitative methodologies
- Behavioral and attitudinal expressions of customer preferences
- “Rational” and emotional customer inputs (both stated and unstated)
- Perceived and stated opinions
- A snapshot in time and an ongoing observation and capture of VoC
“Tell us how you really feel.”
Martec emphasizes the importance of integrating our Emotion Intelligence methodology into VoC research, so that the authentic and rich voice of (existing and potential) customers is understood through the prism of the emotions being experienced and how those emotions influence the perception of the brand interaction. Whether pleasant or unpleasant, to varying degrees of intensity, and how active or passive that emotion may be at various points along the customer journey are all key to decoding emotional drivers of brand loyalty.
Partners and Recognitions
Voice of Customer Insights
Explore our library of insights, archiving decades of experience and innovation in a range of Voice of Customer research studies.
