Chapter 3
Listening to the Voice of the Customer
IN THIS CHAPTER
Learning to pay attention to what your online buyer wants
Giving credence to customer opinions
Improving substance and style
Applying consumer preferences to website design
Have you ever shopped with an online business and had a really frustrating experience? Perhaps you had every intention of purchasing something from the site but encountered an annoying inconvenience, like having to create a lengthy new customer profile before checking out. In the end, you bailed, abandoning your shopping cart and leaving the site because the buying process was interrupted. You never contacted the company to explain why you left. And later, when the business studied its site’s analytics reports, it simply showed that a site visitor made it all the way to check-out and then left before registering as a customer and completing the purchase. This knowledge gap between what the customer actually thinks and the story that a site’s data tells can be filled by a concept called voice of the customer, or VOC.
Structured VOC programs have long ...
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