Voice of Customer: How to boost Your Business With VOC Data
Voice of the Customer (VoC) is essential to a successful customer experience (CX) programme. However, VoC data is often disparate, making it difficult to use.
Service organisations looking to make more informed decisions about customer experience (CX) investments and improvements should implement a consistent voice of the user (VoC) strategy, according to Gartner, Inc. This will enable service and support leaders to gain more insight into customers' motivations, impressions and experiences.
"VoC is an essential component of a successful CX programme, as it helps establish a better understanding of user needs and perspectives," said Deb Alvord, senior analyst director, Gartner Customer Service & Support practice. "However, the VoC data that many organisations already collect is disparate and disorganised, making it difficult to use effectively."
Organisations that use free survey tools to measure customer satisfaction often fail to capture important CX information, such as perceptions and emotions, as they only have access to the binary feedback data captured through these forms. Such tools end up creating silos of data spread across different reporting systems.
Other organisations with a VoC platform may also struggle to collect and operationalise customer feedback due to a misaligned implementation of the platform with the selected use case. This results in the absence of a unified view of user feedback, derailing the process of gaining insights for CX improvement projects.
Here are the six actions to take to implement a successful VoC solution:
1. Define the top use case
Starting a VoC implementation project without a clear objective could affect the credibility of the solution and impact the budget available for the project. To ensure long-term executive and organisational support, choose a use case that is high priority, not too complex and can produce tangible results.
2. Validate the journey map and define key performance indicators (KPIs).
Validate and update service journey maps that focus on understanding how customers perceive problem resolution as they move through different service channels. For each user feedback moment identified in the map, define a metric linked to a KPI that measures CX.
3. Knowing how to get feedback
Once the organisation knows the requirements that best explain what to measure, it is important to define the methods for collecting feedback.
4. Implement VoC output integrations
To manage customer complaints, integrate VoC solutions with a dashboard or case management system with functionality such as assignment, tracking and closure.
5. Support the VoC solution
VoC is ready for implementation when all data integrations are complete and customer feedback collection is validated in preview environments.
6. Leverage user feedback
The key to making good use of customer feedback is to constantly map results with KPIs. Also do the same with journey maps, which will help ensure that reports and dashboards accurately measure the organisation's efforts.
How to design a VoC model
1. Defining a strategic measurement framework. At this point we have to select the quantitative and qualitative tools that we will use according to our objectives, as well as the sources available in the company. So that, thanks to the combination of all of them, we manage to have the most complete vision of the customer possible. All information about the customer, obtained from different sources, can be used, exploited and exploited if the right framework and approach is defined.
2. Capturing actionable information. Here we have to design a VoC model that allows us to collect useful information from the customer and for the customer, which helps to improve their experience and make business decisions.
To this end, it is essential to define a measurement framework that reflects the customer experience at each stage of the relationship with the company, as well as allowing us to extract valuable information.
It is therefore a question of implementing a system that allows each business area to be fed with customer information in order to capture, analyse and exploit the data that will make it possible to achieve the defined objectives and act on the basis of what the customer expects and values.
3. Ensuring "Close The Loop". Finally, we need to know that a VoC programme connects customer feedback with decision makers. Customer feedback should help to design and maintain the strategy.
Ensuring the Close The Loop of customer feedback enables continuous learning and improvement. VoC programmes often neglect to continue the conversation with customers after feedback has been collected.
To improve the customer experience and systematically increase customer loyalty, it is imperative to maintain continuous dialogue and engagement, and to ensure that information is democratised to those who need it in decision-making or to act on it in dealing with the customer.Technology vector created by vectorjuice - www.freepik.com
Licenciada en Bellas Artes y programadora por pasión. Cuando tengo un rato retoco fotos, edito vídeos y diseño cosas. El resto del tiempo escribo en MA-NO WEB DESIGN END DEVELOPMENT.
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