Not YOU personally, but your website, or any other online product you have.
Short answer: There are two essential methods:
- Quantitative methods (e.g. data analysis)
- Qualitative methods (e.g. voice of the customer)
In my series, I will focus on the second one, and I will stick to the digital VOC only.
A research that I was conducting for my company allowed me to learn about the digital voice of the customer (VOC) platforms in the market. I would like to share some of those platforms that I found interesting in a new series of articles, but first, I would like to also highlight the distinction between these two points below, in order to prevent any confusion when using the term “digital VOC”:
- Online VOC: This refers to “capturing VOC on company’s products, services and offerings” through digital channels. Therefore here, “online” indicates the channel only, not the product itself, through which customer feeds are captured.
- VOC for web products: This refers to “capturing VOC on the digital product”. You might ask “through what?”. Well, technically you can capture feeds through digital and non digital channels, but in practice, it is not very efficient to interact your online customers through traditional channels if you are a web company.
In the former, online is the channel, whereas in the latter, online is the product itself. Although some of my examples might fit into both, I will try to keep my focus on the latter.
What are the main methods of VOC in general?
- General Surveys (most popular for non-web companies)
- Short surveys & Feedback forms (most popular for web companies)
- Social Media
- Online forums
1-) General Surveys
We all know that survey idea does not sound appealing, especially for people who have recently attended a long survey while walking on a street. Endless / useless questions, shortage of time, privacy issues and so on…However, it is still one of the major methods that many companies insist on using. Due to all the pain and sweat of survey attendants, these companies transformed the way they conduct their survey: They switched from offline to online surveys.
- Advantages of online surveys:
- Electronically compiled data
- Requirement to answer a question to proceed
- The option of including a progress bar, allowing respondents to view the completion
- Real time analysis
- Disadvantages of online surveys:
- Requirement of having a computer and an Internet connection
- Possibility of not initiating the survey due to time constraints or computer safety concerns (e.g. e-mail)
- Requirement of computer skills
Recommended online survey platforms:
Bonus: Use QuestionPro to reach many types of survey templates.
In my next article, I will share my recommendations on the usage of short surveys and feedback forms, which will be more fun for my digital oriented readers.