Building Better Data

When I started at iPerceptions five years ago (an eternity in “internet time”), many of the conversations with both prospects and clients revolved around education. Few people knew what Voice of Customer (VoC) was, and fewer still were using it.

Clients were ecstatic to review the data that we presented, as it gave them a novel and deeper understanding of their online traffic.

Change is the only constant when dealing with the internet, and the VoC space is no exception. After a few short years, the questions our clients were asking us had changed. “Tell me about my customers” evolved into the much more interesting, yet more complicated to answer: “Nice charts; so what?” Continue reading