Surveys don’t reveal the true voice of the consumer.
VoC surveys are often too long, poorly worded and have low response rate. Customers just want to share their experience. They don’t want to have their feedback dictated by a set of questions that may not even apply to them. Surveys innately create bias because of the pre-determined question set.
Product review data reveals the true voice of the consumer
Contrast this with product review data. Product reviews are a peer-to-peer conversation. In them, customers want to share what was noteworthy about their experience, good or bad, with other potential purchasers of the product. Those who swear by surveys like them because they are simple to compile and analyze. But the text found in reviews contains Voice of the Consumer gold.
Using filters and text based analysis, brands can use Channel Signal to gather the insights they need from product reviews. This beats trying to dictate what they want upfront in the form of survey questions.
If you’re trying to understand the true Voice of the Consumer, try measuring reviews. This can be used instead of or in conjunction with surveys. They also work great for competitive VoC Analysis.
How Real Brands Use Reviews: Customer apathy over “Made in America”
A company gained popularity as a product “Made in America”. Eventually, they succumbed to financial pressures and started manufacturing their products in China. Had they created a VoC survey asking for customer opinions about the switch before making the decision, they may have brought light to an issue that the customer never would have noticed. But once it was called out to them, they may have said “no, I don’t like this change”.
The company chose to bypass the pre-change survey. Instead, they culled product review data for terms like ‘USA’, ‘America’, and ‘China’. They were able to see that only a very small portion of customers thought the switch was important enough to mention in a review.
The result? Money saved. Customers still happy. A win-win.