Customers use various channels such as surveys, email, and social media to communicate with brands. It is surprising to see that 42 percent of organizations don’t listen to their customers, HubSpot research revealed.
Hence, recently Gartner shared six ways customer service and support leaders improve their customer experience management by implementing the Voice of the Customer (VoC) solutions.
According to the analyst, the strategy will allow them to get insights into customer interests, impressions, and experiences. Which at the end of the day will lead to a better bottom line.
There are those who are using free survey tools to get insights into customer satisfaction. However, just as Gartner has mentioned, they usually fail to get vital customer experience insights like perceptions and emotions. What they get from using such tools is only quantitative feedback data.
Collecting VoC From Various Sources
As reported by Bain & Company, it is five times more costly to obtain clients than to maintain current clients. So, it’s obvious to focus on customer retention and to know what their needs are is to listen to them and have a holistic view of their journey.
Thus, rather than only being dependent on feedback surveys and transactional feedback as one source of customer data, focus more resources on macro-level analysis from various sources. At the micro-level, they can analyze individual customer feedback and tag them into categories.
But Gartner said the VoC data that they collect is often messy, hence, hindering organizations to use the data effectively. So, they suggest customer service and support leaders take these six actions to implement a VoC solution for CX.
Choose a Top Use Case
Without a clear aim, beginning a VoC implementation project may have an impact on the reputation of the VoC solution and on the budget available for the project.
Choose a use case that is a high priority, not too complex, and can deliver meaningful results to ensure long-term executive and organizational support, Gartner reports.
Validate And Update Service Journey
Validate and update service path charts, which concentrate on understanding how customers interpret problem-solving as they travel through various service networks, to learn from a VoC solution.
Defining a metric linked to a KPI that measures the customer experience for each moment of customer feedback defined on the customer service journey map
Define The Methods
If the service organization has established the VoC solution criteria that describe what to calculate, it is important to identify the methods for gathering feedback.
Integrate VoC Solutions With A Dashboard
Integrate VoC solutions with a dashboard or a case management system with functions, such as assigning, monitoring, following up, and closing a case, to handle customer concerns.
Deploy and Support
When all data integrations are complete and customer feedback collection is validated in preview environments, the VoC solution is ready for implementation.
Use Customer Feedback
Continuously mapping the outcomes with KPIs and travel maps is the key to using consumer reviews to ensure that reports and dashboards effectively assess the efforts of the company to provide better experiences.
In order to give the VoC more variety, any single consumer contact with a brand can be mined for data. There are several ways to read consumer signals from brands, including direct messages such as social media, live chat interactions, and browsing habits on the website.
