Excluding the Voice of the Customer: A Curable Epidemic

February 22 2019 by Greg Petro

When I ask retail CEOs about their top objectives, I often hear them say: “we want to put the customer at the center of everything we do.”  This sounds easy, but it is increasingly difficult.  Years ago, when I was a merchant for a retailer with a small chain of stores, I could walk the selling floor and ask our loyal customers for feedback.  With 500 or 1000 stores, a rapidly growing e-commerce channel, and millions of customers, this is no longer possible.

An entire category of Voice of the Customer (VoC) tools has arisen to address this challenge, and these tools can help retailers shape their in-store experience, pricing strategies, and product offerings. However, even with the vast amount of data and analytical tools at an executive’s fingertips, there are still enormous missed opportunities. While many retailers in the fashion, apparel and footwear industry have embraced them, other industries are far behind the curve. There is a misconception that these tools are best applied to fashion, whereas in reality they can be applied to virtually every product sector.

Read the Full Article at Forbes

technology  retail technology  voice of the customer  retail trends  VoC Tools  CDP  Car Shopping  Customer Journey  voice of the customer tools  VoC  consumer decision making process  John Dewey

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