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    Chapter 7. Why Did They Do It?: Voice of... > Voice of the Customer Maturity Model

    7.10. Voice of the Customer Maturity Model

    Maturity levelLevel 1Level 2Level 3Level 4Level 5
    Focus Technology: Make sure things are aliveLocal site: Make sure people on my site do what I want them toVisitor acquisition: Make sure the Internet sends people to my siteSystematic engagement: Make sure my relationship with my visitors and the Internet continues to growWeb strategy: Make sure my business is aligned with the Internet age
    Who? OperationsMerchandising managerCampaign manager/SEOProduct managerCEO/GM
    VOC “Contact us” buttons and on-site feedback; emphasis on satisfactionSurveys within the site via opt-in invitations; emphasis on loyaltyEngaging the public Internet (chatrooms, social sites, etc.) and analyzing key topics and discussions; emphasis on word-of-mouth and viralityCustomer collaboration in product and service design; user engagement; emphasis on lifetime value creation, giving the user a sense of ownershipConsumer feedback tied in to corporate planning through quantitative analysis of VOC and community data; customer as a collaborator in the growth of the company



      

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