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Consumer Satisfaction: Tips To Get The Most Out Of Surveyed Data
Companies, irrespective of their size, strive to measure customer satisfaction and loyalty.
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CIO Applications | Tuesday, March 22, 2022

Until recently, formal feedback was the primary way for businesses to learn about their consumers' experiences.
Fremont, CA: Companies, irrespective of their size, strive to measure customer satisfaction and loyalty. They find ways to measure it; most of them do. But are they doing it correctly? This article takes a look at a single aspect of a successful Voice of the Customer (VOC) program: customer data, both survey information and non-survey data.
Different Kinds of Customer Data
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There are two types of customer feedback: structured and unstructured. Structured feedback comes from customers who fill out a survey and answer the questions posed. Unstructured feedback often comes in the form of posts on a blog, Facebook, Twitter, or somewhere else that your company has not requested or prompted.
- Structured Feedback
Until recently, formal feedback was the primary way for businesses to learn about their consumers' experiences. Customers might, of course, send letters or emails or leave a card in a feedback form. But let's be honest. All of those were only "cosmetic" and "feel wonderful."
- Unstructured Feedback
Social media, internet forums, communities, websites, "Contact Us" pages, and letters or emails to the firm are examples of unstructured feedback. Customers desire to discuss their thoughts and feelings with certain other customers on every accessible platform, and such input is equally as useful as formal feedback.
Blogs, Twitter, Facebook, online forums and communities, websites, and so on generate a large amount of data that must be collected and managed in one location. The hurdles for the user are to (a) discover a mechanism to utilize this data; and afterward (b) delegate responsibility for analyzing/gleaning ideas from it rather than acting upon that – alongside existing structured feedback.
- Non-Survey Metrics and Data
Non-survey customer data analytics is an important component of almost any VOC endeavor because they connect real, behavioral data to attitudinal data from organized and unstructured feedback. Non-survey data can be variables such as demographics, acquisition information, purchase behavior, and so on, included with the customer list, or financial data such as profitability, total revenue, lifetime value, attrition, and so on, which are used to segment and analyze the data later. By incorporating this data into the overall VOC strategy, users will gain a comprehensive understanding of individual consumers, specific customer categories, or the whole customer base.
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