How to Build an Effective Voice of the Customer Program (1)

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How To Build An Effective Voice of the Customer
Program
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• If you are a customer-centric business then you
  know the voice of the customer (VoC) as a
  strategic asset
• Every business thinks that they are aware of
  their customers needs and expectation
• But in reality, they are not, and even if they
  are they are only partially correct
• This results in bringing down the marketing
  communications, service delivery, sales
  effectiveness, customer experience (CX)
  objectives, and product RD.
• In such a case, you need to implement a strong,
  effective VoC program
• Here is how you can build an effective voice of
  the customer program

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Set Objectives

• VoC will help businesses to seek, capture,
  prioritize, and categorize customer experience
  and preferences
• With VoC your company can delight your customers
  by arranging the right mix of people, culture,
  technology, and processes

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Gather and Prepare Data

• To truly understand the voice of your customers,
  youll need to leverage customer data as much as
  you can
• To manage customers data many companies utilize
  CRM software platforms

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Design Processes
You can conduct VoC programs manually or by using
the technology
Many companies prefer to use the technology as a
manual method do not scale well in the long haul
There are multiple CRM software that will help
you to achieve VoC automation
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Customer Segmentation

• Customer segmentation is important as all
  customers are not equal
• For B2B business customers segmentation can be
  done on the basis of personas and objectives
  using both implicit and explicit criterion
• For B2C might want to consider including the key
  performance indicators such as loyalty program
  attributes, Recent Frequency Monetary (RFM), and
  social media behaviors
• The organization that is willing to boost the CX,
  can also create a category of ex-customers

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Measure Results
To make your VoC program sustainable, youll
necessarily need to show paybacks
It is highly recommended you use performance
metrics that clearly demonstrate ROI
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Conclusion

• According to a survey done by Gartner, 95 of
  organizations surveyed collect feedback from
  their customers, fewer than even half of these
  organizations bother to alert their staffs, and
  many few of them informed their customers
  proactively as to how their feedbacks were used
  to create a better customer experience
• In fact, only 5 of the respondents in the survey
  closed the loop by letting their participants
  know how they used the VoC feedbacks
• Before starting your VoC program, it is necessary
  to have enough resources to review and act upon
  the feedbacks
• Remember asking for feedbacks and ignoring them
  will only waste your time and resources

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