At a high level, VoC is the process of collecting and listening to your customers' experiences so you can figure out what they need.
The purpose of a successful VoC solution is to gather quality customer insight and feedback, and then leverage that in a meaningful way. To use the insight and feedback to learn from customers experiences, drive change and improvement across the organisation. It is not enough to simply gather scores and produce graphs and charts, and measure performance. In order to facilitate business improvements and true value from the VOC programme you must understand what underpins the scores.
Changing embedded practices within an organisation can be a complex undertaking. Leading with customer reasons and stories is a very powerful way to achieve this. If the journey begins with understanding and empathy for the customers' reality this is a strong foundation from which to grow.
As part of developing a VOC solution and customer strategy we believe that there are really 4 practical outcomes required in the solution. They are:
1. Senior C suite: High level actionable strategic information
2. Insight & CX team: Customer focused, clear direction and customer led data
3. Front line operational staff: Tactical information on a day-to-day basis
4. Regulatory Compliance: Demonstrate that you are treating customers fairly and genuinely listening to them
Senior C suite:
High level actionable strategic information
Insight & CX team:
Customer focused, clear direction and customer led data
Front line operational staff:
Tactical information on a day-to-day basis
Regulatory Compliance:
Demonstrate that you are treating customers fairly and genuinely listening to them
Senior C suite:
Get customer voice into the boardroom. Develop culture of empathy.
Insight & CX team:
Refine CX by uncovering , investigating and understanding drivers for failure.
Front line operational staff:
Bring customer voice into coaching, recognition and process improvement.
Regulatory Compliance:
Listen, treat fairly, intervene early and respond efficiently and effectively to unhappy customers.
Want to know more about what you should consider when choosing a VoC programme and how we approach our programmes?
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