eringilliam: voice-of-customer*

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  1. A question we often hear people in the CX community ask is: “Why is my Voice of the Customer programme not going to plan?” Now, to be honest, this question is a tough one to crack. Part of the problem is defining what ‘not going to plan’ looks like. Is the programme not achieving your goals? Is it not getting the business benefits you expected? Has an in the first place?

    While we can’t explore each and every detail in this blog post, there are some common pitfall that we want to share. These are the main mistakes that we’ve seen brands make time and again which have thrown their VoC programme off-course.
    https://ravingcontent.rantandrave.com/why-your-voice-of-the-customer-programme-isnt-going-to-plan/
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  2. Most brands ‘get’ that Customer Experience is important – but often struggle to balance long-term drivers with short-term priorities. And, while 89% of companies expect to compete mostly on the basis of Customer Experience in the future, they’re still stuck competing where they’ve traditionally fought – on price and on product. They’re trapped in the day-to-day and can’t make the necessary gear change.

    Those charged with championing CX often struggle to connect Voice of the Customer (VoC) back to hard business results. They understand that poor Customer Experience can lead to churn, loss of brand image and even stop prospects from ever becoming customers in the first place. What they don’t have is the evidence to justify the investment in Voice of the Customer and move it up the agenda.

    They face an uphill struggle trying to get the budget for long-term initiatives when the business is fighting short term pressures. The smart brands are the ones changing this dynamic. They’re the ones who have gathered the evidence, know the numbers and know the value of VoC to the bottom line.
    https://ravingcontent.rantandrave.com/how-to-show-the-value-of-voice-of-the-customer-on-the-bottom-line/
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  3. It’s the age of the customer and the world’s biggest brands are duking it out every day for a greater share of our hearts, minds, and wallets. Customers hold more decision power than ever in an era where information about any company’s products and services is just a mobile search away.

    Where does the Voice of the Customer (VoC) land in the priorities for your company’s overall strategy? Forrester’s Customer Experience Council 2017 member survey shows that 79% of all respondents believe that measuring customer experience is a top priority.
    https://www.peoplemetrics.com/blog/12-reasons-to-invest-more-in-customer-experience/
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  4. In the past 5 years we've seen a real shift in customer expectations, not only are they demanding exceptional experiences but they're also not completing surveys. These trends have continued to intensify, leaving brands with low levels of engagement and poor response rates. If you struggle to engage your customers then you'll never be able to run a Voice of the Customer programme that provides real value. Additionally, we need to ensure that we're capture meaningful feedback, helping you to drive your business forward using customer insight.

    But let's start with the most common problem, customers aren't completing your surveys, so what can you do about it?

    Firstly, it's comforting to know that you're not alone, we encounter brands and businesses that have this very problem, making it a real struggle to capture the true Voice of the Customer. Instead of a survey led approach, we encourage businesses to ask only one open-ended question (and capture a score alongside this) at relevant parts of the customer journey and immediately after service delivery. This approach leads to response rates of between 35-50% (compared with 2-5% for traditional surveys - and this doesn't even take into account drop out rates), as well as much richer insight, as we are getting the views of customers in their own words.

    If you imagine the entire customer journey, and then pick up on the key touch points and ask for feedback at them, you're still able to build up the same intelligence you would get with a survey at the end of the journey. However, this way makes the questions much more relevant to the customer and the insight is more valid because it's captured in the moment.
    https://ravingcontent.rantandrave.com/our-guide-how-to-build-a-successful-voice-of-the-customer-programme/
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  5. It's not about how long you’ve been in business; it’s about how you conduct business. Some of the best-known brands have fallen by the wayside because they’ve not kept pace with modern customer needs - they don’t understand the traits and characteristics that define what customers now want.

    We’ve seen a real change in customer expectation. In almost every industry, new brands have emerged as challengers purely on the strength of successful VoC programmes. Their approach has resonated with an audience of customers who are fed up with how they are treated and expect an exceptional experience, we know that the successful companies of today have earned their position because of the quality and consistency of their VoC programmes.

    It’s not enough to simply conduct a VoC programme. Brands have to cultivate a genuine, heartfelt approach that allows everyone in the organisation to listen and react to customer needs. So without delay, lets explore the key traits that make a VoC programme successful:
    https://ravingcontent.rantandrave.com/key-traits-of-successful-voice-of-the-customer-programmes/
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  6. What are the Top 5 Mistakes that limit the success of a Voice of the Customer program? Find out in this article by CEO of PeopleMetrics, Sean McDade.
    https://www.peoplemetrics.com/blog/5-mistakes-to-avoid-in-your-voice-of-customer-program/
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  7. Looking to overhaul your customer experience strategy? Artificial Intelligence offers tremendous potential to manage customer interactions and significantly improve customer engagement. Let’s find out how!

    Customer Experience (CX) is a competitive differentiator and driving force for a business’ success. For marketers, it is important to explore powerful opportunities that can drive improved customer engagement and interactions.

    Artificial Intelligence (AI) is one such field that finds its applications in diverse industries. It has matured to use big data, machine learning algorithms, and can be unleashed to drive enhanced customer experiences.
    https://www.martechadvisor.com/articles/customer-experience-2/5-ways-ai-can-revolutionize-customer-experience/
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  8. Customer reviews are important for a lot of reasons. First and foremost, they are highly influential over consumer’s purchasing behaviors and overall brand sentiment. According to recent research from Bright Local, 86% of customers seek out customer reviews before they will buy from a new business. Furthermore, the vast majority of customers claimed that they trusted online reviews just as much as they would a personal recommendation.

    Of course, most businesses know that having a lot of good reviews can boost sales by strengthening consumer confidence in their business. However, positive, authentic reviews can do a whole lot more than just build trust with customers who are checking out your product/service pages. They are also an essential ingredient to an effective SEO strategy.

    Here are four reasons why your brand needs to incorporate more authentic customer feedback into your website for SEO benefits.
    http://www.econtentmag.com/Articles/Editorial/Industry-Insights/4-Key-Reasons-Why-Authentic-Feedback-Needs-to-be-Part-of-Your-SEO-Strategy-130308.htm/
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  9. There has been enough written about startups and reasons why almost all of them fail. So, why write another post about this? Even though there is no dearth of resources (blogs, videos, books, stories, etc) on reasons why startups fail and how to avoid them, I don’t see any reduction in the failure rates of startups; I don’t see them learning from the mistakes of other failed startups; I don’t see them focus on the right things that can help them avoid failure.

    It is crucial that we understand that building a startup is not like a chemical reaction à add the right resources, under the right environment and you are certain of the results you will get. Starting and running a startup is a complex system with too many moving parts and any change in any of them could trigger a flow of events that could end in a catastrophe for the startup. Given this understanding, there are still some things that the startup founders could control, things that can significantly improve the probability of success.
    http://customerthink.com/why-do-startups-fail/
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  10. My concept of creating a convenient experience is an end-to-end experience, including every point of interaction with any aspect of the company—interactions with employees, product, website, packaging… everything. How easy are you to do business with? What extra effort do you put your customers through? What friction can you eliminate?

    Answering these questions will help you create a better customer experience. Looking for ways to improve the experience, save your customers time, and be more convenient is part of what will make your customers want to come back. Getting feedback to validate your decisions is crucial. Using survey tools like NPS (Net Promoter Score), CSAT (Customer Satisfaction), etc. you get results that will help you determine the overall customer’s feeling about their experience. You can get ask questions that will give you specific feedback about various part of the journey.
    https://www.forbes.com/sites/shephyken/2019/03/10/the-other-e-in-customer-experience-customer-effort/
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Mopinion is a proud sponsor of voice of customer news. The voice of the online customer is taking on an increasingly important role when it comes to improving websites and apps. So web analysts and digital marketeers are making more and more use of Voice of customer Tools in order to collect Voice of customer. Mopinion takes it one step further and offers a solution to analyse and visualise Voice of customer results from your websites and apps wherever you need them. The real challenge for companies is not about capturing feedback, it is about how to make sense of the data.