Beauty company Elizabeth Arden takes particular care to streamline its customer feedback mechanism. It has created a platform called Arden Insiders where its female customers can provide feedback on product innovation, servicing and design recommendations. There is complete freedom in customer sentiment declaration. This provides perfect tool to capture business intelligence on its own customers. This started as a year-long experiment but has now been formally incorporated. This method is called VoC (Voice of Customer) Research. Even Wharton states that such massive customer forums provide ideal platform for conducting data warehousing operations so companies can make informed decisions before product launches. Such VoC methodology goes beyond traditional surveys as it reaches out to larger audiences and no limits are enforced nor are questions controlled. There could be attributes of the product beyond the imagination of the marketer which come out through such studies.


Uploaded Date: 19th May 2017

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