Our Eight-Step Approach to Setting up a Voice of the Customer (VoC) Programme
- 06 March 2023
In last week’s blog we explored the benefits of having a Voice of the Customer (VoC) programme. One of our favourite examples of a brand listening to and acting upon customer feedback is one from online florist Bloom & Wild (B&W).
B&W noted that Mother’s Day of their email marketing campaigns was triggering higher than usual unsubscribes. They worked to understand what was behind this and discovered that campaigns like Mother’s Day and Wedding Anniversaries can be really sensitive times for customers who have lost a mother or wife. Customers reported that receiving emails about these sensitive times were upsetting, although customers were happy to receive emails at other times of the year and yet the only way to stop receiving them was to unsubscribe.