RE: [webanalytics] Voice of the customer
- Hi Greg,
I�d say it depends on what your high-level goal is with the research
project, how much experience your internal teams have with writing
questionnaires, what business processes exist to act on the findings, how
important it is to have the findings come from an outsider especially
if thefindings are negative or controversial (i.e. mitigate perception
of bias and
get people out of self-defense mode and into action mode), and how much
industry-specific knowledge/experience the vendor has.
If your organization is �ready� for them, I think you can get an incredible
amount of value from ForeSee or iPerceptions (I hired iPerceptions at a
previous job and was very pleased with them), because in addition to a
number of other benefits, they can help you set priorities for your site by
breaking down the user experience into specific attributes and determining
the extent to which these attributes are predictive of your site�s goals.
This kind of information can be invaluable for your management team, esp.
the CFO, and product teams for the purposes of allocating resources,
establishing product priorities, and settling time-consuming debates. :)
Some of the other vendors IMO often tend to be a little more tactical in
approach, with more of a focus on identifying and fixing immediate problems
like bugs or usability issues specific to a certain page or to certain
high-value processes (e.g. checkout funnels) as they occur, rather than
addressing the more holistic user experience questions, so depending upon
the state of your site and maturity of your organization, they may be a
better option as the insights might be more actionable in the short-term.
That said, the ForeSee/IPerceptions approach can cover some of this ground
too, but because they are typically serving a survey intercept at random, it
may not be as easy to isolate high impact problems that only affect a small
percentage of your visitors.
Also I would be remiss if I didn�t mention that, if your WA tool allows it,
correlating the response data from ForeSee or OpinionLab with your
behavioral/clickstream data can help you answer questions that neither the
attitudinal nor behavioral data can answer on their own.
*From:* email@example.com [mailto:firstname.lastname@example.org] *On
Behalf Of *Greg
*Sent:* Friday, April 23, 2010 11:56 AM
*Subject:* [webanalytics] Voice of the customer
Do any of you have strong recommendations for vendors doing voice of the
customer / survey work on websites. I know there are a ton of survey vendors
out there I am just wondering if there are any that really bring expertise
or functionality that sets them apart.
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