Voice of the customer
Information-gathering from social media with the help of new technologies
BENEFITS OF VOICE OF THE CUSTOMER:
It can show a business all of its customers' needs and wants
You can find out the true attitudes toward the brand
ILLUSTRATIVE EXAMPLE
Voice of the customer for AB InBev
We analyzed 20,000 Facebook and Vkontakte posts and comments about AB InBev and its products. We discovered what people say about the company and what associations they have with its products. Sentiment analysis was helpful in monitoring the results of the company's marketing activities. We concluded that AB InBev has strong and proper brand associations regarding its history and product characteristics, but gained insights that helped strengthen the company's business strategy.
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