When McDonald’s Corp. faced slumping growth and customer loss to competitors, marketers at the company listened for signals of customer preferences and needs. For years, diners clamored for the restaurant chain to serve breakfast during lunch and dinner hours. As a result of voice of customer (VoC) surveys, McDonald’s rolled out an all-day breakfast menu and promptly experienced a 5.7% jump in the fourth quarter 2015 same-store sales in the U.S.
“VoC analytics can serve as a useful addition to customer journey analytics, providing insight into the motivations and thoughts of individuals and segments,” said Lizzy Foo Kune, Senior Director Analyst, Gartner for Marketers.
According to Gartner CMO Spend Survey 2016-2017, customer experience is the top area of innovation being pursued by marketing leaders. Empowered with larger budgets and spend directed toward innovation efforts, marketing leaders look to analytics for proof that customer experience investments pay off. VoC analytics is often used alongside customer journey analytics to evaluate the customer experience across touchpoints and over time.