VOC basics

Here are my take-aways from a recent Clarabridge / Vovici  VOC webinar. Looking over my notes, I realize that I did a poor job of distinguishing the content of the presentation from my own thoughts and commentary. So, here it is, woven together:

– In order to understand your customers, you need to collect both quantitative (the ‘what’) and qualitative (the ‘why’) information.

– The benefits of VOC programs are many, including increased customer loyalty, decreased churn, better understanding of revenue drivers, and a way for your organization to unify around the CX.

– Surveys are a an excellent VOC tool, but the design is crucial:

  • Pay attention to the way you ask questions, the tone of the questions and answer options, and labeling of response scales.
  • Avoid leading questions and judgmental phrasing.
  • Always include open-ended questions and free-form text boxes for answers.
  • Keep it short – the fewer questions , the better.

– As obvious as it sounds, your VOC program is about seeing your products, company, and market from your customers’ perspective. It’s not about you, leadership’s pet projects, or internal company politics.

– Ask your customers what they think of your competitors. (Makes so much sense, huh!)

– Mind the gap between importance and satisfaction. Start by addressing areas that are important to customers where the CX is miserable. Then, work on areas of high importance and the CX is merely unsatisfactory. Basically, focus on what matters most to your customers. A bank’s customers might be thrilled with the quality of the free, branded pens the teller hands out, but they’ll abandon the bank if they’re frequently slammed with unexpected fees.

– Build a culture of responsibility around CX excellence. Empower and encourage every employee who interacts with customers to ask what the company does well and what it can do better.

– Centralize customer segmentation and communication around CX to ensure that everyone’s on the same page and is speaking the same language.

– Don’t just listen to your customers, act on their feedback. Make the feedback public. Customers want to know what other customers are saying and your internal audience needs to know what your customers are experiencing. Also share (internally as well as externally) what you did or didn’t do in response to VOC feedback.

Clarabridge’s summary:

  1. Measure from the customer’s perspective
  2. Get quantitative and qualitative feedback
  3. Break down internal silos
  4. Analyze and act on the feedback you receive
  5. Follow-up and close the loop
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