Cyara Solutions:
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:
Give Your Customers Their Voice
It starts with proactively serving customers with a megaphone, so they can easily share their reactions to your CX and their experiences.
Understand & Act on Feedback
After gathering that feedback, the next phase of effective VoC activities involves collecting, understanding, and actioning that feedback to surface key insights and deeper understanding of customer needs, expectations, and preferences.
Align Your CX Design
Finally, to make VoC successful, you must use those gathered insights as the compass that guides your teams to enhance or redesign CX that better aligns with those freshly identified customer needs.
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:
Reduce Churn
Insights about customer satisfaction enable business leadership to improve CX and reduce churn
Improve Agent Performance & Retention
Insights about agent performance enable managers to deliver rewards and coaching that improve agent performance and retention
Enhance Processes & Products
Identify where customers encounter problems, and identify new self-service opportunities
Protect & Bolster Their Brand
Manage complaints and comply with regulations by empowering customers to address their concerns instead of turning to social media or regulators
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. - Timing
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.
Resources
Product Video: Cyara Botium
Datasheet: The Cyara CX Assurance Platform
Study: Customers Aren’t Mad, They’re Just Disappointed
Learn More
See how the Cyara Automated Customer Experience Platform can help you achieve your CX Assurance goals, and delight your customers