Voice of Customer (VoC)
Don’t just design CX that works – Determine if it’s actually meeting customer needs
Can your customers find what they’re looking for on your website? When they call your contact center, are they pleased or frustrated at how easily they can navigate through your IVR and to your agents? Did your chatbot’s responses make sense or confuse them? Was the agent who served your customer efficient, helpful, and able to assist?
Finding the answers to these, and questions like them, is what Voice of Customer (VoC) tools and tactics are all about. VoC – a term that refers to the process of capturing and analyzing customer feedback and preferences and then using that to fuel continuous CX improvement – is what customer-centric organizations do.
Three Key Phases of VoC:
VoC is all about upping your game. It’s not enough to build CX that works. You must design CX strategies that truly resonate with your target audiences, or they’ll find products and solutions somewhere else.
Organizations who collect and use VoC to enhance their CX experience:
A numbers-based look at results seen by companies that invest in VoC programs:
- 10-times greater year-over-year increase in annual revenue
- 55% greater customer retention rates
- 23% decrease in year-over-year customer service costs
- 292% greater employee engagement rates
5 Common Challenges Associated with VoC Efforts
- Unsophisticated, ad-hoc, or manual-only efforts
For a long time, companies have had to rely on in-person surveys or focus groups for feedback. But these methods are slow, expensive and limit the number of customers you can reach and learn from. And, there’s a lot of room for misinterpretation and human error.
- Collecting feedback from a wide and diverse enough group to fairly represent customer sentiment
Your customers have different backgrounds, cultures, and preferences, which can make it difficult to gather feedback that’s representative of your entire customer base.
- Analyzing and acting on feedback appropriately
Once collected, it can be difficult to analyze and make sense of feedback, especially when dealing with large amounts of data. And, determining the best course of action based on the feedback received requires a whole new level of sophistication.
Customers may be hesitant to provide feedback, especially if asked for it too often, too early, or too late. It can be challenging to keep customers engaged and motivated to provide feedback.
- Effectively addressing customers’ concerns
Once gathered, you’ll need to act upon the feedback you’ve asked your customers to provide. Feedback can be negative, and it’s tricky to address customers’ concerns in a way that is both empathetic and effective.