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Hear from Communications Lead, Kimberly Watterson, who has more than six years of experience in social media and influencer campaigns.

Perspectives from Kimberly Watterson | Brunner

Lead, Communications

Kimberly Watterson

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In today’s hyper-connected world, knowing your audience isn’t just a nice-to-have factor. It’s essential. The brands that really succeed are the ones that pay attention to the conversations happening about them online, learn from what their customers are saying, and adjust quickly. That’s where the Voice of the Customer approach makes a difference. It helps you stay in tune and ahead of the game.&nbsp;<h2>What Is Voice of the Customer?&nbsp;</h2>Voice of the Customer is a strategic approach that involves gathering and understanding information across various touchpoints to help you get a better sense of how your audience thinks, feels, and acts. With these valuable insights, brands can confidently make smarter, data-informed choices.&nbsp;<h2>How Voice of the Customer Works</h2>Knowing this approach is important is one thing. Actually applying it in your daily efforts is another. Here are a few tools and techniques that can help you tap into real-time audience insights:&nbsp;<ul><li>Social Listening Tools: Platforms like <a href="https://sproutsocial.com/" rel="noopener noreferrer" target="_blank">Sprout Social</a> let you track and analyze conversations across Instagram, Facebook, X, TikTok, YouTube, Reddit, Tumblr, and more. You can even export the data to dig deeper into sentiment and trends.&nbsp;</li><li>PR Monitoring Tools: Tools like <a href="https://muckrack.com/" rel="noopener noreferrer" target="_blank">Muck Rack</a> help you analyze media coverage by setting specific search filters. It pulls in articles from a wide range of sources, from major outlets like Yahoo and Reuters and entertainment sites like Page Six and OK! Magazine to trade publications that cover industry-specific news and trends.&nbsp;</li><li>SEO and Search Tools: Platforms like <a href="https://ahrefs.com/keywords-explorer" rel="noopener noreferrer" target="_blank">Ahrefs Keyword Explorer</a> help you find out what topics people are searching for in connection with your brand or industry. It works across search engines like Google, Bing, and DuckDuckGo.&nbsp;</li></ul><h2>Why It Really Matters</h2>When you use Voice of the Customer the right way, it can uncover insights that will take your brand strategy to the next level. Here’s how it can make a real impact:&nbsp;<ul><li>Keep Tabs on Brand Health: Track how people feel about your brand, how often it’s mentioned, and how it stacks up in conversations. This will help you spot areas of risk or opportunities to build stronger connections.&nbsp;</li><li>Stand Out from the Competition: See how your brand compares to others in your space, what’s resonating with your audience, and where you can carve out a unique position.&nbsp;</li><li>Shape Smarter Strategies: Use real-time insights to guide your marketing, content, and PR efforts based on what your audience actually cares about.&nbsp;</li><li>Make Engagement Personal: When you understand your audience’s values, challenges, and favorite platforms, you can tailor your messaging and content to really connect. That usually means better engagement and more conversions.&nbsp;</li><li>Spot Trends Early: Pick up on emerging conversations and behavior patterns so you can catch shifts in demand, cultural moments, or new opportunities before they go mainstream.&nbsp;</li></ul><h2>Bringing the Voice of the Customer to Life&nbsp;</h2>Recently, the Brunner team leveraged the Voice of the Customer approach to help a client gain a deeper understanding of an individual’s public image and influence as their brand spokesperson. Through a combination of social listening, media monitoring, SEO analysis, and AI-powered insights, the team delivered a comprehensive view of public perception. These findings helped the client to align their brand strategy with audience sentiment and proactively manage potential risks tied to the partnership.&nbsp;Voice of the Customer is more than a tactic—it’s a strategic approach to understanding and connecting with your audience. When you truly listen to your audience and act on what you learn, you can build a brand strategy that not only aligns with your goals but also deeply connects with the people you want to reach.&nbsp;

Learn how Voice of the Customer can drive meaningful growth, foster stronger connections, and shape experiences that resonate with your audience.

Voice of the Customer

Transform Your Brand Strategy with Voice of the Customer

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