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Heart of the Customer
The Heart of the Customer (HOC) extends and enhances the traditional Voice of the Customer (VOC) approach by systematically providing innovators and decision-makers with additional insights that create a more comprehensive and intuitive understanding of customers and their needs.
Building on the Voice of the Customer
The term VOC can be used to describe almost any program involving capturing customer feedback. Most such programs include:
- Satisfaction Surveys, including Net Promoter, Web Satisfaction, Call Center Satisfaction, etc.
- Call Center Monitoring
- Customer Feedback Forms
- General Surveys, such as those used as Market Research
- Focus Groups
Some incorporate:
- Social Media Monitoring and Online Communities
- Market Research such as Focus Groups and Ethnography
- Business Intelligence analytics
All of these are critical to understanding your customers. However, they may be incomplete if:
- You can’t readily access them. They’re housed in silos sprinkled throughout the company.
- Your management and innovation teams haven’t internalized them. (“Just give me the deck.”)
- You haven’t “closed the loop” by providing a comprehensive system of feedback between your organization and your customers.
- You rely too much on what customers say rather than what they do.
- You’re not able to discern the needs and solutions that your customers may have but haven’t yet recognized for themselves.
- You’re not getting the competitive advantage you want and need.
Enhancing Your Customer Insights
HOC is a deliberate process to extend VOC to form a deep, intuitive understanding of your customers. Only by consolidating all your scattered customer data into a comprehensive story, directly engaging with your customers and testing your hypotheses can you gain the crucial insights you need to truly understand The Heart of the Customer.
We work with you to:
1. Discover Your Customer’s Story. We’ll help you combine your VOC with your sales trends, usage data, and analytics to create a more comprehensive view of your target customer segments.
2. Engage With Your Customers. We provide expertise in state-of-the-art tools and techniques that enable you to get truly up close and personal, such as:
- Undercover Customer, anonymously shopping and using your products and those of your competitors
- Customer Observation, observing your customers as they interact with your products
- Customer Immersion, meeting with, observing and interviewing customers in their homes or businesses.
3. Make Predictive Decisions. Any new product or venture is based on predictions. We can help you gather and process customer insights in ways that have been proven to improve success rates.
4. Build and Test a Hypothesis. We’ll help you design a structured method of experimentation to validate your customer solutions before you spend precious resources on a hunch…or fail to pursue a potential breakthrough.
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