Observed Signal · Nov 2, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Pandemic Thinking Reshapes Voice of Customer Strategies
The article examines how pandemic-era shifts in consumer behavior have reshaped voice of the customer (VoC) strategies. It cites an Insider Intelligence/eMarketer report showing global retail ecommerce sales grew 27.6% in 2020 while overall retail sales declined 3.0%. Hybrid shopping, combining online and in-store experiences, became entrenched, with a Bazaarvoice report finding 64% of shoppers relied on hybrid methods and a Deloitte survey indicating 75% of executives planned to increase hybrid experience investments. Brands now gather feedback through digital touchpoints, text surveys, and social listening; a SocialMediaToday report found 61% of brands run social listening programs. VoC metrics such as NPS, CES, CSAT, and CLV remain standard, but NPS and CES have gained importance as consumers prioritize convenience, value, and peer reviews. Experts from SparkPlug, Hospitality Works, Skit.ai, and Andrew Reise note customers increasingly voice opinions through actions, online ordering, and social media.
Relevant MarTech analysis of post-pandemic VoC trends and metrics, but no specific industry-shifting event, product launch, or financial transaction.
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Key Takeaways & Evidence Grounding
- Retail ecommerce sales grew 27.6% in 2020 while overall worldwide retail sales declined 3.0%, according to Insider Intelligence/eMarketer.
- A Bazaarvoice report found 64% of shoppers used hybrid shopping as their primary method for the past six months.
- A Deloitte report found 75% of 1,000 global executives planned to increase investments in hybrid experiences.
- A SocialMediaToday report found almost 61% of brands have a social listening program in place.
- VoC metrics including NPS, CES, CSAT, CLI, CLV, repurchase ratio, and WYMU remain standard, with NPS and CES gaining added importance.
Connected Companies & Entities
6 Entities mapped“A recent report from Bazaarvoice revealed 64% of shoppers said a hybrid method of shopping has been their primary way of shopping....”
“A 2021 report from Deloitte that surveyed 1,000 global executives indicated 75% stated they plan to increase investments in hybrid experienc...”
“Whether they are interested in purchasing a product on Amazon or Facebook marketplace, consumers are placing a lot of emphasis on the opinio...”
“Other examples are more simple, such as checking online for a product's in-store availability before going to a physical store or ordering o...”
Ontology Mapping & Concepts
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