How To Harness the Power of Voice-Of-The-Customer?

With ever-growing pressures to maximize marketing budgets, it can be tempting for businesses to forego research into their marketing performance.

But investing in a marketing audit pays dividends when the findings are incorporated and applied to the marketing strategy and executed. This blog illuminates how LUMIS's Full-Scope Marketing Audit™ effectively captures the voice of the customer (VOC) to identify missed opportunities, priority objectives and increase ROI.

When Chief Executives of a high performing, multi-hospital system engaged LUMIS to evaluate the state of their marketing, LUMIS did that by conducting and delivering an action oriented quantitative and qualitative marketing audit.
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LUMIS’ audit team—comprised of experts in strategy, research, branding, social media, paid & earned media, digital marketing and creative—delivered an objective Full-Scope Marketing Audit by:

• Conducting fact-finding and discovery sessions with Board of Directors, Chief Executives and the marketing team to develop a deep understanding of their views of current marketing performance as well as the organization’s vision/goals/objectives.

Presentation slide from LUMIS Full-Scope Marketing Audit (confidential information has been redacted).

• Administering highly focused  quantitative and qualitative customer and prospect research (with a 90%  level of confidence and low margin of error).

Presentation slide from LUMIS Full-Scope Marketing Audit (confidential information has been redacted).

• Evaluating and analyzing the competitive marketing actions.

Presentation slide from LUMIS Full-Scope Marketing Audit (confidential information has been redacted).

• Carrying out an intensive and actionable SWOT analysis.

Presentation slide from LUMIS Full-Scope Marketing Audit (confidential information has been redacted).

• Recommending opportunities to improve: 
  • ​marketing strategies 
  • creative and perceptions
  • content and execution 
  • brand messaging
  • audience sentiment, engagement, recall, emotional connection
  • media strategy (paid, earned starred and owned)
  • digital website and analytics
  • internal marketing structure and resources
  • budget 

Presentation slide from LUMIS Full-Scope Marketing Audit (confidential information has been redacted).

Presentation slide from LUMIS Full-Scope Marketing Audit (confidential information has been redacted).

The Chief Executives, Board of Directors and marketing leadership (to whom the final, Full-Scope Marketing Audit was provided and presented) were united and unanimously satisfied with the discovery, objectivity and prioritized recommendations.

Armed with a broader scope of understanding, meaningful recommendations and confidence -- actions were implemented, including an increase in marketing budget, that will take their marketing to the next level.


For additional program insight and examples: Contact LUMIS.