target audience: TECH BUYER  Publication date: Sep 2024 - Document type: IDC TechBrief - Doc  Document number: # US49392823

IDC TechBrief: Use of Video in Voice of the Customer Programs

By:  Lou Reinemann Loading

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Abstract


This IDC TechBrief highlights the use of short videos as a way to capture customer feedback around products and services. Short videos have become a common medium for communicating between consumers (thank you TikTok and YouTube) and are becoming more popular as part of voice of the customer surveys. This document discusses the technology's adoption, benefits, and risks, along with organizational readiness factors and critical success factors for leveraging videos.

"Video can capture a much richer and context-relevant response than a text-based survey ever could," says Lou Reinemann, research director, Worldwide Voice of the Customer and Customer Success Applications, IDC. "But in addition to being able to ingest this new medium and embrace it in VOC programs, brands need to clearly convey to their customers how this new data will be used, stored, and protected to maintain loyalty and trust between them and their customers."



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