The fact that you are reading this article means it is more
than likely you have come across the phrase ‘Voice of the Customer’. But do you
know exactly what this means and how exactly you can capture this voice?
In this blog we are going to look at explaining what this
is, how you can measure it and how you can use voice of the customer to improve
your customer experience.
So, what is it then?
Voice of the Customer (often referred to as simply VoC) is a
term used to describe the process of capturing customer’s experiences, expectations,
preferences and aversions. It is a process that provides a detailed set of
customer wants and needs and often includes both qualitative and quantitative
research methods. Basically – you collect feedback on your customer’s
experience with your products and services.
How do you capture it?
There a number of ways to gather this information, from
focus groups, ethnographic techniques etc but all methods essentially rely on
some form of interview to gather the information. In more recent years, with
the advancement of technology, VoC can be carried out on a much larger scale
through online surveys. Once your customer feedback is gathered, this
information can then be shared within a business to help them make informed
Why is it important?
Voice of the Customer is vital in a business as customer
experience becomes one of the main tools in gaining a competitive advantage. It
allows you to better understand your customers and therefore make more informed
decisions that align with the needs of your customers.
What are the benefits?
Voice of the Customer programs have been proven to help companies
retain customers, deliver improved service and understand customer experience
better in order to drive change. Implementing
a Voice of Customer program can lead to a number of benefits including:
your customer experience: Getting feedback from your customers can help you
improve your product and/or services. If you can improve your service by taking
action from your feedback, then your customers are more likely to return to you
in the future. They may also be more likely to refer you to friends or family
which you can measure through Net Promoter Score (NPS) questions.
ahead of competitors: Customer expectations are always changing, and you
are not just being compared to your direct competitors but to experiences
customers are having anywhere. By listening to your customers, you can get a
better understanding of what they want and where you can improve your product.
your brand: Understanding how customers perceive your brand can help you
maintain a positive reputation in the market and capturing their voice directly
makes it less likely they are going to engage in a discussion with you through social
risk: If you are going to launch a new company or product then you can reduce
risk by getting a better understand of what the customer wants before launching.
revenue: VoC enables you to improve customer experience which can reduce
customer churn and improve your ability to attract new customers.
Taking VoC to the next level
Todays market leaders are shifting their listening and
response mechanisms faster as VoC programs offer a huge opportunity to increase
sales and drive loyalty. There are a number of ways you can evolve your VoC
strategy to gain the maximum impact within your business.
Make Data Actionable
Collecting your data is one thing but it is just as
important to take action on the information you collected. Go beyond metrics
and try to understand the why behind your customer ratings.
How Wizu Does This
Wizu allows you to intelligently probe your customer
responses in order to better understand how they feel about your service and to
generate more actionable insight. By understanding sentiment or identifying the
topic a respondent is referring to, it enables the chatbot to ask relevant
follow up questions to extract more detailed information.
The information you collect should also be shared within
your organisation and you should always try to distribute specific feedback to
the relevant person or department. This encourages your organisation to take
responsibility as a whole and enables employees and stake holders to see a more
How Wizu Does This
Wizu allows you to set custom triggers that can notify
different team members depending on the topic of the feedback, allowing you to
ensure the right people are getting the right information at the right time.
Turn Detractors Into Promoters
Your Voice of the Customer program will allow you to
identify unhappy customers, so this presents you with an opportunity to deal
with these issues in real time. By showing the customer that you are listening and
dealing with any concerns they have, you increase the chance of correcting and
improve the experience and turning the customer into a potential promoter.
How Wizu Does This
Wizu can identify unhappy customers and offer them the
opportunity to raise their concern. It can also close the loop in real time for
common issues and provide happy customers with the opportunity to share their
feedback via social.
Incorporate Voice of the Employee
Connect your employee and customer experiences to give you a
complete picture of what is happening in your business and why. Employee
feedback can help provide context for customer experiences and helps identify
areas process or technology hurdles that are hindering experience delivery.
How Wizu Does This
Wizu offers templates for both customer and employee engagement
allowing you to collect a wider sample of information and compare responses
across different respondents.
A company is nothing without its customers and the only way
to deliver a fantastic customer experience is to understand how your customers feel
about you and what they like and dislike about their experiences. A Voice of
the Customer program allows you to collect this feedback and take actions that
can directly improve your business performance. Tools like Wizu take this a
step further by helping you engage more closely with your customers and
identify a deeper level of actionable insight.