VoC Research Process to Get Insights that Matter

We’ve been inducted into the DMA Marketing Hall of Fame due to the results clients achieve with our VoC research-based CX strategies.

Throughout our 3-phase VoC process, our team of former CMO’s work closely with clients to define high value objectives for your research, select the optimal research sample and create the interview guide(s).

phase

1

Define Objectives, Strategies, and Develop Interview Guides

  • ERDM works with the client team to define the key, actionable VoC objectives and the optimal research sample.

  • ERDM prepares Interview Guides with CX questions designed to generate deep insights which traditional quantitative research cannot achieve; why customers feel the way they do and what are the detailed actions they want to improve the customer experience.

phasE

2

Conduct In-Depth Interviews

  • Specialized hour-long telephone research methodology.

  • Interviews are conducted by ERDM Senior Strategists, who are former blue-chip company CMOs and senior execs. Ernan Roman, President, conducts a portion of all interviews.

  • Ongoing weekly debriefs with clients to share evolving insights and determine additional areas of exploration and real time testing of new strategies.

phase

3

Develop Research-based Strategies and Action Plans

ERDM’s ~80-page management report includes:

  • Analysis of VoC research findings from different research segments (~40% of report).

  • Detailed VoC-driven Strategy Recommendations and Action Plans (~60% of report).

Our VoC research findings are so powerful that clients often ask us to present them to their executive leadership team.