Follow the Leader - What important factors should be considered in the Voice of Customer program?
What important factors should be considered in the Voice of Customer program?
Listening is part of a customer’s experience
If you listen well, but do nothing with customer feedback, you are squandering their investment. Customers expect a return for their time and candor.
Listen: If you won’t take action –> it’s not worth listening
Gather VOC information from multiple sources
Capture transactional and relational feedback
Collect emotional and rational data
Organize data in pre-determined structure
Understand: Pay attention –> look for recurring themes
Review, evaluate, and quantify all sources of VOC data
Uncover clues about what customers want and value
Identify root cause. Does feedback stem from org culture, employee training, processes, policy, procedure, or technology? Should this feedback spark innovation?
Integrate VOC feedback throughout your organization into business strategy, process, culture, training, and tools
Act: If you make an improvement –> let ‘em know
Take action with timely customer follow-up
Align internal operations and executive priorities with customer priorities
Prioritize improvement initiatives and maintain focus
Communicate improvement results
Sustain continuous, closed-loop feedback
Validate: Show me the money –> know the return on listening
Understand anticipated impact of improvement initiatives
Identify what to measure quantitatively and qualitatively to gauge:
Customer experience
Customer satisfaction
Customer engagement
Business resultsEvaluate the lift following improvements
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This blog originally appeared in Contact Center Weekly on November 21, 2017.
http://callcenterweekly.blogspot.com/2017/11/follow-leader-featuring-jessica-noble.html?m=1
