Voice-of-the-Customer Data: The Key to Human-Centered CX

Customer Experience — Wed., Sep. 22, 2021

B2B personalization requires less personal information but more data about customer roles, business goals, and industry. Many B2B marketers use account-based marketing ( ABM) strategies to support personalization. To be effective, B2B personalization and ABM programs need customer feedback, also referred to as voice-of-the-customer data, to create a human-centered customer experience (CX).

A human-centered approach can help a company stand out and stay competitive by providing improved CX. Voice-of-the-customer data can help close the gap between customer expectations and reality. Companies can collect data from surveys, focus groups, social listening tools, customer service and field service employees, and speech analytics software.

Using ABM, marketing and sales teams can develop an ideal customer profile and use voice-of-customer data to understand what prospective customers do, what their goals are, and what they need. Companies can then create improved individual experiences through more effective email messaging, smarter retargeting, and personalized website experiences.

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