Episode 3 | Voice of Customer | Engineering for Scale

Summary

In this episode of After Hours Ecommerce, Sean Clanchy and Sean Fisher delve into the concept of Voice of Customer (VOC) and its critical role in shaping brand strategies. They discuss how VOC encompasses customer feedback, its importance beyond mere metrics, and how it can drive product development, marketing strategies, and overall business growth. The conversation highlights practical applications of VOC, including leveraging customer insights for advertising, product innovation, and enhancing customer experience. The hosts also share real-world case studies demonstrating the successful implementation of VOC strategies, emphasizing the need for businesses to listen to their customers to thrive in a competitive market.

Chapters

0:00 Introduction and Personal Updates

3:18 The Importance of VOC in Growth

7:48 Applying VOC to Paid Media

10:00 Leveraging Customer Feedback in Ads

13:19 Opportunities with VOC

15:51 Examples of VOC in Action

17:55 Utilizing VOC in Acquisition and Storytelling

22:54 VOC in International Expansion

Takeaways

• Voice of customer is essential for understanding customer expectations.

• Relying solely on metrics can be short-sighted for business growth.

• Customer feedback can guide product development and marketing strategies.

• Leveraging user-generated content can enhance brand loyalty.

• Testing product ideas with a VIP audience can mitigate risks.

• Integrating feedback across all business functions is crucial.

• Real-world examples show the power of VOC in driving success.

• Changing customer perceptions can lead to significant business improvements.

• Engaging with customers can turn them into brand advocates.

• Understanding regional differences in customer expectations is vital for international expansion.

Quotes

• "Voice of customer is the analysis of feedback."

• "Metrics are important, but short-sighted."

• "Amplify it, create new content around it."