Complete Web Monitoring

Voice of the Customer Maturity Model

Maturity level		Level 1	Level 2	Level 3	Level 4	Level 5
Focus		Technology: Make sure things are alive	Local site: Make sure people on my site do what I want them to	Visitor acquisition: Make sure the Internet sends people to my site	Systematic engagement: Make sure my relationship with my visitors and the Internet continues to grow	Web strategy: Make sure my business is aligned with the Internet age
Who?		Operations	Merchandising manager	Campaign manager/SEO	Product manager	CEO/GM
VOC		“Contact us” buttons and on-site feedback; emphasis on satisfaction	Surveys within the site via opt-in invitations; emphasis on loyalty	Engaging the public Internet (chatrooms, social sites, etc.) and analyzing key topics and discussions; emphasis on word-of-mouth and virality	Customer collaboration in product and service design; user engagement; emphasis on lifetime value creation, giving the user a sense of ownership	Consumer feedback tied in to corporate planning through quantitative analysis of VOC and community data; customer as a collaborator in the growth of the company