Last update: 06/12/2024

In a nutshell

The Listening To sub-dimension in the Marketing Canvas focuses on the systematic collection and analysis of customer voices (Voice of Customer, or VOC) to understand their perceptions, needs, and expectations. By implementing a robust VOC system, businesses can ensure they listen to what customers are saying about their brand and value proposition, enabling data-driven decisions and continuous improvement. This includes capturing customer feedback on sustainability, an increasingly critical aspect of modern business.

For example, Green Clean may use surveys, social media monitoring, and feedback forms to collect customer insights, helping refine its eco-friendly cleaning products and sustainability messaging.

Introduction

The Listening To sub-dimension within the Conversation category is about actively capturing and analyzing customer feedback to better understand their experiences and expectations. A strong VOC system ensures that businesses make decisions based on real customer data rather than assumptions, aligning their strategies with customer needs and preferences.

Listening effectively to customers enables brands to:

1. Build trust by showing customers their voices are heard.

2. Improve the customer journey by addressing pain points and unmet needs.

3. Strengthen their sustainability commitments by understanding customer expectations in this area.

What is Listening To?

Listening To involves the systematic capture, analysis, and application of customer feedback. Key elements include:

1. Comprehensive VOC System: Tools and processes to gather customer feedback across multiple channels.

2. Data-Driven Insights: Decisions based on accurate and objective data rather than assumptions.

3. Journey and Lifecycle Understanding: VOC systems tailored to specific points in the customer journey and lifecycle.

4. Multi-Technique Approach: Combining methods such as surveys, interviews, social media monitoring, and analytics.

5. Sustainability Insights: Capturing feedback on customer views regarding environmental and social responsibility.

For example:

• Green Clean might use a survey to understand customer satisfaction with its eco-friendly packaging while also analyzing social media for sentiment around its sustainability claims.

“Listening to the needs of your customers isn’t an optional exercise; it’s mandatory. Even if you don’t intend to differentiate on customer experience (and you’re in a small minority if so), the value of listening to customers is real, measurable, and immediate.” CMO.com

Listening To: an in-depth perspective

To create an effective VOC process, businesses must:

1. Establish a VOC System: Implement systems to capture customer feedback across all relevant touchpoints.

2. Leverage Data-Driven Processes: Use advanced analytics to eliminate assumptions and focus on actionable insights.

3. Understand the Customer Journey: Tailor feedback mechanisms to reflect the unique needs and touchpoints of the customer lifecycle.

4. Combine Techniques: Use a mix of qualitative and quantitative research methods for a comprehensive understanding.

5. Focus on Sustainability: Ensure that customer feedback includes views on sustainability, a key driver of modern consumer behavior.

For instance:

• Green Clean could use feedback forms at checkout, analyze product reviews for sustainability comments, and track brand mentions on social media to capture a holistic view of customer perceptions.

Translating listening to into action

To listen effectively to customers, businesses need a structured and consistent approach:

• Design Your VOC System: Identify key touchpoints and feedback mechanisms across the customer journey.

• Implement Data Analytics: Ensure your VOC process is data-driven and includes tools to analyze qualitative and quantitative feedback.

• Integrate Sustainability: Include questions and feedback opportunities focused on environmental and social impact.

Questions to consider:

• Have you set up a comprehensive VOC system to capture customer feedback across multiple channels?

• Is your VOC process entirely data-driven, avoiding assumptions at every stage?

• Does your VOC system reflect an in-depth understanding of the customer journey and lifecycle?

• Are you using a variety of techniques to gather and validate customer feedback?

• Does your VOC system capture your customers’ views on sustainability effectively?

But listening is not the same as understanding. How you listen, and to whom you listen, is critical. Even a smart, high-end business can be led astray by misunderstanding the strengths and weaknesses of different customer feedback channels. HBR[2]

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Listening To concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. You have set a VOC system that captures everything that customers are saying about your brand and your value proposition.

2. Your entire VOC process is data-driven, and at no point are you making any assumptions.

3. Your VOC process is based on an in-depth knowledge of your user's journey and customer lifecycle.

4. You are using a few different techniques together to ensure you're getting the most that you can from your research.

5. Your VOC system captures your customers' views on sustainability.

Interpretation of the scores

• Negative scores (-1 to -3): Negative scores indicate significant gaps in your VOC process, such as a lack of data-driven decision-making, insufficient understanding of the customer journey, or a failure to address sustainability. These shortcomings may result in missed opportunities to align with customer expectations and improve brand perception. Immediate action is needed to develop a structured VOC approach.

• A score of zero (0): A neutral score reflects partial implementation or limited effectiveness of your VOC system. While some processes may exist, they are not comprehensive or data-driven enough to provide actionable insights. Additional effort is needed to refine your VOC strategy and incorporate sustainability feedback.

• Positive scores (+1 to +3): Positive scores suggest that your VOC system is robust, comprehensive, and data-driven. It effectively captures feedback at all relevant touchpoints, aligns with the customer journey, and includes insights on sustainability. This ensures you are well-equipped to adapt to customer needs, improve experiences, and strengthen brand loyalty.

Case study: Green Clean’s VOC system

• Misaligned understanding (-3, -2, -1): Green Clean lacks a structured VOC system, relying on anecdotal feedback or assumptions. The brand misses key insights into customer needs, such as the demand for more refill options, and fails to capture sustainability-related feedback, weakening its eco-friendly positioning.

• Surface understanding (0): Green Clean has implemented some feedback mechanisms, such as a customer satisfaction survey, but these are not integrated into a comprehensive VOC system. The feedback collected is limited in scope, failing to address the full customer journey or provide meaningful insights into sustainability.

• Deep understanding (+1, +2, +3): Green Clean has a robust VOC system that captures feedback across multiple channels, including surveys, product reviews, and social media. The system is fully data-driven, with advanced analytics identifying trends and customer pain points. Sustainability feedback is a core component, helping the brand continuously refine its eco-friendly initiatives.

Conclusion

The Listening To sub-dimension is essential for understanding and responding to customer needs, preferences, and expectations. A comprehensive, data-driven VOC system that integrates sustainability insights enables businesses to make informed decisions, enhance the customer journey, and strengthen brand loyalty. By actively listening to customers, brands can stay ahead of the curve and build lasting relationships.

Sources

1. Hubspot, 12 Voice of the Customer Methodologies To Generate a Goldmine of Customer Feedback, https://blog.hubspot.com/service/voice-of-the-customer-methodologies

2. Harvard Business Review, 2015, Everyone Says They Listen to Their Customers—Here’s How to Really Do It, https://hbr.org/2015/10/everyone-says-they-listen-to-their-customers-heres-how-to-really-do-it

3. McKinsey, Are you really listening to what your customers are saying?, https://www.mckinsey.com/business-functions/operations/our-insights/are-you-really-listening-to-what-your-customers-are-saying

4. Futurelab, Your VoC Programme is underperforming - and you know it, https://www.futurelab.net/slide/your-voc-programme-underperforming-and-you-know-it

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