Businesses are getting much of their Customer Experience information from surveys and focus groups. This is not real because it is incentivized, at times biased, a very limited dataset and often packaged in a way to comply with senior management bias.
It’s manufactured.
Measuring the market conversation means measuring the massive peer-to-peer conversations going on between customers who have purchased and shoppers in the market.
You get this realty check about the performance of your brand and your products through product reviews. They are authentic, trusted and reach a wide market.
It’s organic.
Customer Experience and Voice of the Customer initiatives are not real if you aren’t bench-marketing against the market conversation.