I think most companies do a lousy job of communicating with their customers when it comes to their voice-of-the-customer strategies. They tend to spend a lot of time conducting surveys, monitoring social media, analyzing customer insights, but very little time (if any) telling their customers about it.
It is a missed opportunity. Customers are impressed when they hear how a company listens and they are even more impressed when they see how they have taken action based on customer feedback.
However, EMC is taking a bold approach at the upcoming EMC World event.
EMC World is the company’s big event where they unveil new solutions, share their strategy, and inject a heavy dose of enthusiasm in the technology market. It is communication with customers on steroids!
What better place to share their customer experience strategies? That is apparently what their team concluded. The TC/PE (Total Customer and Partner Experience) team will have a large display on the exhibit floor. Merely by their presence they are showing attendees that they have a team that listens and acts upon customer insights. At the display they will be working with one of their VoC partners to gather insights from attendees and present the results in real time. This is all mixed in with videos and graphics in a manner consistent with the upbeat vibe of the event.
It sends a great message to customers – we’re listening to you at every turn and we’re using your insights to improve your total experience with EMC.
This is one terrific example of how companies can “up their game” when it comes to communicating VoC strategies to inform customers and build their brand.
Patrick Gibbons
Principal/SVP
Walker
