Voice of customer (VOC) programs are becoming increasingly popular with marketers, but there are some general do’s and don’ts to follow if they're going to succeed.
CMO reached out to three industry commentators to reveal what’s hot and what’s not on their voice of customer approach and what it takes to successfully create and implement a program.
But first, let’s be clear on what a voice of customer program is comprised of. According to InMoment customer experience expert, Andrew Park, a comprehensive voice of customer programs is comprised of four distinct components: Listening (collecting data), understanding (analysing data for insights), sharing (distributing the insites across the enterprise), and taking action.
https://www.cmo.com.au/article/633504/do-don-ts-voice-customer-programs/
While Voice of the Customer (VoC) programmes are now commonplace, there is still a big range in the maturity and rigour of these projects within enterprises.
For many organisations, the temptation is to tackle customer feedback by simply blitzing it - collecting lots of data from lots of customers, gathering as much feedback as possible. However, unless there are concrete plans about what to actually do with the data being collected, then this is futile – it’s just listening for the sake of listening, rather than listening for the sake of improving the experience. And this is common.
https://www.mycustomer.com/experience/voice-of-the-customer/the-nine-steps-to-designing-a-voice-of-the-customer-programme/
So it turns out that the voice of your customer is pretty darn important. Gartner found that 95 percent of companies regularly listen to their customer’s feedback, and yet rather worryingly, Gartner’s research also concluded that only 29 percent of firms with VOC programs in place incorporate VOC data into their decision-making processes, while nearly three-quarters of brands don’t consider their VOC programs to be very effective at driving actions. In other words, the benefits of VOC data collection are clear and well received — but brands are struggling to make their VOC programs impactful.
https://www.cmswire.com/customer-experience/the-step-by-step-guide-to-a-successful-voice-of-the-customer-program/
The voice of the customer, or VoC, is arguably one of the most critical elements of a successful business strategy. After all, your customers are your source of revenue, so listening to them should be a top priority.
In more recent years, however, the need to understand the voice of the customer has become even more imperative to hone in on. With new technologies and the increase in customer expectations, voice of customer strategies have emerged as a proven tactic to increase satisfaction and boost the bottom line. In fact, just a few short years ago Gartner reported that best-in-class VoC users enjoy an almost 10-times-greater year-over-year increase in annual company revenue compared to all others. Not to mention, companies that actively engage in a voice of customer program, spend 25% less on customer retention than those that don’t.
https://www.benbria.com/the-top-tools-for-optimizing-your-voice-of-customer-program/
It’s O.K. if you find yourself questioning what the Voice of Customer really is. Sure, it has “voice” and “customer” in it. Naturally, most people would assume it’s simply a company’s effort at monitoring their customers’ experience with their product or service.
Now, this is definitely one part to it… but there is so much more!
The Voice of Customer should focus on “closing the loop” by going through all the steps of the process presented below and showing the customer that their concerns really do matter.
https://blog.userlane.com/voice-of-customer-collection-plan-for-customer-success-managers/
Creating a positive and consistent customer experience across multiple channels is one of the biggest challenges facing businesses today, and a solid Voice of the Customer program is core to meeting this challenge. Building such a program, however, is far from simple and failure to do it well will result in “just another customer survey”.
For dedicated CEM professionals, a VoC program is simply the “right thing to do”. However, while some organizations just “get” it, for many, a lot of work is required to secure the financial and operational investment necessary to build a true VoC program. There is—quite reasonably—a call to demonstrate Return on Investment.
https://www.confirmit.com/Resources/Voice-of-the-Customer/Voice-of-the-Customer-5-Steps-to-Success/
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