Listening to everything that your customers are communicating to you
Voice of the Customer Maturity
The maturity of Voice of the Customer (VOC) programs is continuing to evolve. While most companies have some sort of VOC program, for those who are just getting started, this might only be quarterly or annual CSAT surveys with low response rates.
Some organizations have moved on from this and are conducting surveys at key points in the customer journey via phone and email, and analyzing responses in near real time. However, the customer feedback that they received is across multiple data sources and so is difficult to execute on or correlate to individual employee performance.
Those companies which are performing at the highest levels of effectiveness with their customer experience programs are receiving both direct and indirect feedback from their customers. They use this to measure customer emotion and sentiment across multiple channels in real time. They keep their data all in one place and because of this the data is actionable. They can gain insights from the data for process change or intervention. Their individual employee performance is tied to their customer interactions.
The Benefits of Total Voice of the Customer
- Create processes based on what your customer says
- Reward employees who create customer love stories
- Increase customer satisfaction
- Increase NPS
- Increase customer retention