Voice of the Customer is the commonly used term referring to the feedback your customers are giving to you. It allows you to contextualise the scores given, understand the pain and areas where your product or service can be improved.
The ultimate goal for a VoC program is to improve customer experience. It can be as simple as a few steps. One is listening to your customers and two is acting on their feedback. Collating and analysing the feedback can help discover common themes that influence customer experience. It allows organisations the ability to systematically improve customer experience.
Capturing feedback today is complex and multichannel. As customer experience becomes the key differentiator in a highly commonditised world, Connecting with your customers where it is convenient for them is the key to a success.
Resonate VoC methodology
We believe successful VoC programs are owned by the organisation and incorporates the three types of customer experience and the movement in the relationship:
Traditional VoC and CX programs focus on measuring and improving the interactions or touchpoints a customer has, which in turn leads into improving the overall relationship with the brand.
However, the link between the two can be opaque as the customer job to be done involves multiple steps. Each episode can involve different departments and delivery processes that can be murky when understanding the experience upon completion.
For example: setting up broadband could involve purchasing online, delivery, installation, activation and ongoing service. Although the process of purchasing and delivery may have been perfect, the activation may be have delayed that could affect the overall likelihood of recommending your brand.
By measuring episodes it allows you to visualise the holistic experience from outside in and improve systematically. The process of improvement is split in to one-to-one and one-to-many.
One-to-one – listening to your customer and capturing their feedback then acting on the feedback in real time. Let the customer to know the impact of their feedback as the cause of change.
One-to-many – collating and analysing the feedback to discover the triggers and trends. Improving the experience through organisation wide change. This step requires the buy in of the entire organisation.
VoC programs are designed to bring the customer voice to all employee’s minds. Broadcasting feedback throughout key areas of the business such as the frontline staff, breakout rooms, executive boardrooms and other high traffic areas plays it as a constant reminder of the organisational goal.
Resonate is an expert in delivering enterprise VoC solution that is complex and multilayered. The platform is capable of capture omnichannel feedback, close the loop on feedback, discovering new CX insights and providing analytics to improve customer experience.