Improve Marketing Performance with Voice of Customer Analytics

See How Invoca’s Voice of Customer Analytics Can Improve Your Marketing ROI

See How Invoca’s Voice of Customer Analytics Can Improve Your Marketing ROI

Phone conversations are one of the most powerful voice of the customer data sources at your disposal. In these interactions, your customers are telling you exactly what they want and how to make them happy. Invoca uses AI to capture VoC analytics from phone conversations at scale, giving you the insights you need to meet your customers’ changing needs and preferences.

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“Invoca has helped us tap into phone conversations so we can understand each buyer’s unique needs. As a result, we can deliver a truly peerless car-buying experience.”

-Marc Cannon, Executive Vice President and Chief Customer Experience Officer, AutoNation

Automatically Collect VoC Data

Collecting customer feedback can be a challenging task, especially when you’re dealing with large volumes of data. It can be time-consuming and expensive to capture data from multiple sources, such as surveys, social media, and customer support channels. Invoca eliminates the manual work of capturing VoC data by automatically recording, transcribing, and analyzing all of your phone calls. 

Make Analysis Less Time-Consuming with AI

It can be incredibly time-consuming to sift through mountains of voice of the customer data, trying to identify patterns and trends. That’s why Invoca uses AI to do the heavy lifting and identify trends from your phone calls at scale. 

With Invoca Signal AI Studio, you can get out-of-the-box algorithms or train your own custom algorithms to detect conversion events, call outcomes, and other important conversational topics as soon as they happen. You can stream and activate your conversation data across hundreds of platforms as soon as the call ends to optimize bidding strategies, build targeting audiences, and enrich CRM and CDP data.

Powered by unsupervised machine learning, Invoca Signal Discovery automatically groups customer conversations into topics so you can easily identify trends from tens of thousands of conversations and take action on them in real time. 

Integrated Data Leads to Improved Activation

Integrating data from multiple sources can be a difficult task, as each data source may have a different format, structure, or quality. This can lead to data inconsistencies, errors, or duplications, which can affect the accuracy of the analysis. Invoca solves this problem by turning phone conversations into structured data and integrating it with your existing tools and workflows.

Invoca offers no-code integrations, which make it quick and easy for teams to activate voice of the customer analytics in their tech stack, without developer resources or custom code builds. Popular no-code integrations include Google Ads, Google Analytics 4, Search Ads 360, Microsoft Advertising, Meta Ads, Salesforce, and Tealium. See our full integration library here.

Stay Compliant With Important Security and Privacy Requirements

Collecting and analyzing voice of the customer data can raise privacy and compliance concerns, especially when dealing with sensitive information or personal data. Businesses across healthcare, government, and banking trust Invoca in large part because of our commitment to data security, privacy, and compliance.

Using Invoca to Uncover VoC Insights

If you can’t track marketing conversions that happen on the phone,  you can’t get full credit for your work, defend your budget, or your job. Learn why leading companies use Invoca to prove and improve the value of their marketing efforts.

Analyze call transcripts and recordings

Invoca automatically records and transcribes conversations and gives you access minutes after calls end. You can globally search transcripts for keywords and phrases, allowing you to quickly identify key moments and trends.

Segment callers

With VoC data from Invoca, you can improve your segmentation strategy. For example, you can pinpoint leads who called, showed intent, and didn’t convert so you can add them to your nurture stream or retarget them with tempting promotions. You can also suppress retargeting to customers who already converted on the phone so you can use that budget to drive new customer acquisition. In addition, you can build lookalike audiences based high-value callers to scale your results.

Monitor call trends with AI

Invoca’s AI automatically detects trends, so you don’t need to manually listen to call recordings to find them yourself.

  • Know what you’re looking for? You can set up Signal AI Studio to automatically detect when your chosen keywords and phrases are spoken.
  • Not sure what to search for? Invoca’s Signal Discovery uses unsupervised machine learning to identify trends that you may not even know about.

Analyze call outcomes

Looking for trends in calls that didn’t convert to revenue? Or in calls that led to customer acquisition? Invoca automatically detects which calls resulted in conversions and which didn’t. This makes it easy to identify patterns that may be harming, or improving conversion rates. 

With call outcome data, you can easily optimize your campaigns to drive more conversions at a lower cost. You can integrate call outcome data with your bid management tools and optimize your bidding strategy to generate more phone call conversions. 

Combine with other data sources

Invoca offers integrations with your data analysis tools, customer data platforms, customer relationship management software, and more. This allows you to seamlessly integrate VoC data from phone calls into your existing workflows. 

Teams integrate Invoca voice of the customer analytics with their bid management platforms to drive more call conversions, their web analytics tools to improve the digital-to-call experience, their CRMs to match revenue to phone calls, and more. Invoca offers no-code integrations which are easy to set up and do not require development resources. See our full list of integrations here.

Use leading data security and privacy

Invoca meets the following security requirements:

  • HIPAA, SOC 2 Type 2, and GDPR compliant
  • PCI DSS Certified, Privacy Shield, and TRUSTe certified
  • Supports two-factor authentication and SAML
  • Controls for call recording, data redaction, and data access

Read more about our commitment to security, compliance, and data privacy here

Marketing is Better with Voice of Customer Insights

Get valuable insights straight from your target audience

Every time your customers engage with you, they share insights about their product needs, purchasing preferences, and experience issues. Voice of the customer analytics is the practice of capturing all of those insights in one place and turning them into an actionable strategy. 

In addition to getting insights from what customers are saying, Invoca gives you insights about how they’re saying it with sentiment analysis. This feature makes it easy to understand how customers feel about your products and services, giving you actionable data to improve the customer experience.

Optimize products and messaging based on customer feedback

When you tap into VoC analytics, you may learn that there is demand in the market for a new product or service, or the reasons why customers prefer a competitor. You may also learn that the value propositions you promote in your marketing aren’t resonating with customers. This feedback can help you make the right tweaks to your R&D and marketing strategy to better meet customer needs. 

Make customer-led, data-backed decisions

Relying on hunches can be extremely costly and can lead to operational inefficiencies, lost revenue, and churned customers. That’s why the most successful organizations examine their data and let it guide them toward the best possible solution. Voice of the customer analytics gives you reliable data straight from your target audience, allowing you to make customer-led decisions that drive revenue and increase conversions. 

Speak to your audience the way they want to be spoken to

The way you speak about your products in your marketing materials can often vary from the way your customers refer to your products. If you and your customers aren’t speaking the same language, it can cause a disconnect that makes it harder to reach them. With VoC analytics, you can ensure your messaging resonates with customers and you meet them where they are.

Increase revenue with a strategy built for conversions

A successful voice of the customer analytics strategy is directly correlated with higher revenue. In fact, a recent study found that companies with best-in-class voice of the customer data experience a 10x greater year-over-year increase in annual revenue. When you listen to your customers, they reward you with their loyalty.

Solve Business Problems with VoC Analytics

Identify customer pain points

Pain points are persistent problems with a product or service that can inconvenience customers. To put it another way, they are unmet needs waiting to be satisfied. Voice of the customer analytics help you understand these pain points, so you can update your strategy to alleviate them.

Understand customer expectations and preferences

Customer needs are constantly changing as new trends emerge, competitors innovate new product offerings, and the economic landscape shifts. Are your customers becoming more price-sensitive due to inflation? Is there a feature of a competitor’s product that you need to replicate to retain customers?

Reduce customer churn

Voice of the customer analytics can help you uncover issues in your customer experience that are causing grief for your customers. You may learn of barriers to purchase, inefficiencies in your buying flow, or customer services practices that need to be improved. When you identify and correct these issues, you improve customer satisfaction and reduce churn.

Develop products to better meet customer needs

The best way to identify product or service gaps is by going directly to your customers. Voice of the customer analytics essentially allow you to run a massive focus group, where you collect feedback from thousands of customers. This allows you to develop products that are more aligned with your core audience’s needs.

Optimize marketing campaigns

Click and conversion data can only get you so far. Sure, it can show you if an ad campaign is or isn’t working — but it can’t tell you why. With VoC data, you can hear directly from customers about where your marketing messaging is resonating or falling flat.

Build a Voice of Customer Strategy with Invoca 

Leading brands like AutoNation, Rogers Communications, and Banner Health use Invoca to enhance their VoC programs. Learn how Invoca conversation intelligence can help you capture deep and actionable insights about your customer base.

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FAQs About Voice of Customer Analytics

Still have questions about voice of the customer analytics? Below are answers to top FAQs about this use case.

Why are voice of the customer analytics important?

Knowing the voice of your customer is critical to understanding customers’ needs and improving your ability to respond to them, and even learning how to anticipate them. VoC insights can help you enhance your existing offerings, innovate new ones, attract new customers, and increase customer satisfaction. 

What types of data can be used for VoC Analytics?

Voice of the customer analytics data can come from a wide variety of first-party sources, including:

  • Customer interviews
  • Customer surveys
  • Insights from your customer-facing employees
  • Focus groups
  • Feedback forms
  • Social media posts
  • Customer journey mapping tools
  • Online reviews
  • Chatbot conversations
  • Conversation intelligence data from phone calls

How can VoC Analytics be implemented?

As you can see in the section above, voice of the customer insights are everywhere — you just need the initiative to tap into them. You will also need the tools to build customer profiles and capture the analytics in one place. If you want to use VoC insights strategically to drive specific outcomes, you’ll want to build a formal program. That will help you create structure and consistency around how your business collects, analyzes, interprets, and puts customer feedback into action. 

How often should VoC Analytics be collected?

To create the most successful program possible, voice of the customer analytics should be collected on a continuous basis. Your customers’ needs are constantly shifting depending on market forces and new trends. By capturing VoC analytics frequently, you’ll ensure that you keep up with your customers’ changing needs and preferences.

How can businesses use the insights gained from VoC Analytics?

The most successful voice of the customer programs incorporate leaders from across the organization so that they can use the analytics to inform their broader business strategy. Leading organizations use VoC programs to:

  • Improve product offerings 
  • Inform research and development 
  • Update sales scripts
  • Streamline the customer journey
  • Reduce customer churn
  • Tweak marketing messaging
  • Enhance segmentation and ad retargeting
  • Steer C-suite strategy

Want to learn more about Invoca Voice of the customer analytics? Check out our conversation intelligence product page or you can request a personalized demo.