When we use the term Voice of the Customer (VoC), most people will automatically think of Net Promoter Score (NPS) or some form of customer satisfaction measurement tool.
VoC actually refers to the way a brand captures customer feedback, and how they analyse and interpret these customer insights to improve the overall customer experience (CX).
Not all brands are effective in using VoC. When capturing customer feedback, more often than not, a brand’s core objective is actually to learn how great the customer thinks they are! You will be familiar with the questions; would you recommend us? would you visit us again?
These questions may help the brand boost their NPS score, but the responses are based only on customer intent. The power of VoC goes much deeper than this.
http://customerthink.com/using-the-voice-of-the-customer-to-capture-much-more-than-an-nps-score/
NPS, CES, and CSAT are customer loyalty metrics. They’re used to measure the level of loyalty that a customer has toward your brand. Customers are considered loyal when they consistently purchase from your brand over an extended period of time.
How do you get loyal customers? A great customer experience (CX), of course.
In recent years, research by CustomerThink, Forrester, and Gartner have found at least 70% of business leaders believe CX will help their companies differentiate in a world where products and services are increasingly commoditized, and competing based mainly on price is not a viable long-term strategy.
An indisputable key component of a customer experience strategy is the Voice of the Customer (VoC) program, also known as customer voice. It captures, analyzes and reports on all customer feedback—expectations, likes, and dislikes—associated with your company.
In your VoC program, there are two types of customer data that you should collect: structured data and unstructured data. Today, we’ll discuss the three most popular customer loyalty metrics that fall under the structured category—NPS, CES, and CSAT—and the role that each should play in your CX strategy.
https://www.business2community.com/strategy/nps-ces-csat-which-one-is-the-best-metric-02242935/
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