For years price, product and quality were most important. Organizations didn’t even think of their customer needs. Nowadays the Voice of the Customer is more important than ever. In the previous blog we gave an introduction about what Voice of Customer is and the importance of listening to the customer. The question is not so much why you want to use VOC for your organization, but when you start with it to improve customer focus.
The Voice of the Customer; why (not)?
Customer experiences are shared en mass. You can ignore this, but it’s much more beneficial to you as an organization to participate in it. Not only the question of whether the customer is satisfied or dissatisfied matters, but especially why the customer is satisfied or dissatisfied. For example, if the results of customer feedback structurally show that customers are dissatisfied with the telephone complaint handling, it is a lost opportunity not to respond to this. By hearing negative and positive feedback, you can improve but also immediately see where you score well. And are those things not exactly what you want to know as an organization!
Customer experience is not something you do on the side. If you don’t see the benefits of being a customer centric organization, then it’s too soon to think about VOC. But if you want a proposition that distinguishes your customer experience from others, you are ready to be a customer-oriented organization and you are not afraid to make changes; then this is the moment to deploy the Voice of the Customer!
A focus on customer experience always brings along a few investments. But what does it deliver? Download 'Ten advantages of Customer Experience Management‘.
Voice of the Customer is not a score or metric
Voice of the Customer is not a metric. You can collect Voice of the Customer data by means of various KPIs such as Net Promoter Score, CSAT and CES. This will be explained in a subsequent blog. A common mistake is to focus only on the scores. For example; just a snapshot of a high NPS does not say much about your customer loyalty, but an NPS that shows a rising trend says a lot more. Continuously listening to the VOC on different touch points provides real insight in customer loyalty, customer needs and customer satisfaction. It’s about the story behind the score.
It’s more than just listening to the customer
Customer feedback reveals the obstacles in your organization but what organizations are particularly anxious about is what to do with the customer data and the amount of time involved. Measuring is one thing, but optimizing processes and redesigning on the basis of outcomes is a bigger challenge. Don’t be afraid and just start! Listening to your customers has a positive effect, like the increase in customer loyalty and customer satisfaction. So, are you and your entire organization willing to embrace this challenge?
Every organization wants to be a customer centric organization
Listening to your customer is very important, but using the customer feedback is even more important. You find opportunities that will improve the customer experience. If you don’t listen, you will even lose customers who are dissatisfied. Once you know what the customer needs really are so that you can anticipate this as an organization, you might strike gold. It is also the satisfied and loyal customers who ensure that in the end your organization earns more. In addition, the Voice of the Customer will result to more promoters (who can provide new leads), enthusiastic employees (happy customers and positive feedback give them a good feeling) and a positive online reputation (your organization will be found by future customers at review sites).