The Voice of the Customer has been the main subject in our blogs. What is the Voice of the Customer, why is it so important, how to measure VoC and how to implement this into your organization? In this blog we give you 9 short and practical tips about an effective deployment of customer feedback to improve customer experience.

Tip 1: Determine the right KPI

There are different KPI’s to measure the Voice of the Customer. It is important to use the right KPI for the right process. Useful KPI’s to measure customer feedback are:

With the tools of CYS you are able to measure several KPI’s. For example, measuring the NPS score is suitable during a purchase and measuring the CES score is suitable when there has been contact with the customer service department. Think carefully when you want to use which KPI.

Tip 2: Use short questionnaires

As little hassle as possible, that is what makes customer happy. Keep it simple to save effort and time for your customers. A long questionnaire deters. At CYS we use a short and innovative questioning process based on the Root Cause Analysis Method. With our powerful 4 question research method you’ll find out why the customer gave you a score. The respondents answers three simple follow up questions such as an open answer-box and two categorized follow up questions after the NPS, CES or CSAT score question. This way, you will get a clear analysis of your customer's needs and wishes.

Tip 3: Use your internal customer data

As an organization you have plenty of internal customer data. Use this data! Analyse your internal data files and connect them to the customer’s experience. This way you don't ask unnecessary questions and it provides the right information that can be directly translated into follow-up measures per department or individual employee level.

Tip 4: Find out what your priorities are

The tools of CYS provide insights that are useful for changes in the organization’s processes. Our priority matrix shows an easy and insightful overview about the mind of your customers, but also which category deserves your attention. You can see which feedback has been given for each category. This way you can immediately carry out follow-up actions and see which concrete points you need to improve to optimize customer experience. Also check the categories where you score well!

Tip 5: Closed loop feedback - negative and positive feedback follow up

Instruct every employee on how to deal with negative and positive feedback. Use one-on-one follow up at an individual level. A closed loop feedback is important for a better experience for your customer. Like Yoram ter Hors of Bever told us during our CYS-event: ‘A great one-on-one follow up with detractors and promoters can make the difference.’

Tip 6: Don’t focus too much on a high NPS, CES and/or CSAT score

Don’t focus too much on a high score! If you don’t know the story behind the score, then you know almost nothing. The follow-up questions tell much more about your customers. With the implementation of the customer feedback monitor into your organization, the score will increase automatically. Instruct your employees well and ensure that feedback will live in your organization.

Tip 7: Get inspired by the open answers

The open answers tell much more about your customers than just the score itself. The customer provides information about the story behind the score. This form of storytelling is perfect to see where problems need to be solved in your organization. The customer also shows his emotions to which the employees in your organization can easily respond. Make impact by using the open answers!

Tip 8: Involve the individual employee

By involving the individual employee in the deployment of the Voice of the Customer, it provides a higher level of energy, a great structure and a bigger challenge. Yoram ter Horst of Bever and Lana Zepcan of Allianz also showed us that it is very important to make your employees enthusiastic. You need to involve your employees in every way possible to make customer feedback tangible for them. Make customer’s feedback live and ensure that your employees get to work with it.

Tip 9: Continuously measuring

Continuously measuring makes the difference. By measuring on a daily level, it provides clear insights in the needs and wishes of your customer. Collect the feedback immediately for one-on-one follow up, translate the received feedback to the operation and use this information to make strategic decisions. Using the Voice of the Customer on a daily basis will contribute to a more customer centric organization.

In the free e-book 'Ten steps towards a customer centric organization' we will expand on the question how can you get customer centricity into the genes of your organization. Download this e-book with practical tips and tools. 

Implementing the Voice of the Customer into your organization is not done overnight, but is definitely possible for every company. After all, your customers are the heart of your organization, so listen to your customer and emphasize on customer feedback. Want to start with customer feedback? Feel free to contact us for a chat over a good cup of coffee!

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