Voice of CustomerVoice of the Customer
As web analysts some us have spent years studying the WHAT. The way that users behave online but have ignored the other side of the equation. The WHY. Why people behave the way they do. Other than the odd piece of usability research how often do we listen to the voice of the customer? If people are dropping out of your shopping cart why don't we just ask them? If your content isn't detailed enough or your registration form too complicated. If the customer is not satisfied they will tell you. It really is as easy as that.
Tracking user satisfaction is an important KPI to track. After all we are all in the business of providing customer satisfaction that’s what keep users coming back and referring others to our site. Companies who see a customer satisfaction falling are usually in trouble.
There are now some great tools out there. Starting with 4Q (now offering advanced segmentation) and Net Promoter Score (NPS) to iPSI and ACSI. There are some great tools out there that can allow you to drill down into the users experience and pick up really valuable qualitative and quantitative information.