Understanding The Voice Of The Customer
Posted By: DSG
“Did you hear…” could possibly be one of the most influential sentences shared by a customer about their customer experience. A sentence where by its sentiment, will inadvertently have a significant impact on brand advocacy or detraction. Voice of the Customer or VoC is described as the process by which a business gathers, interprets and acts upon customer experience feedback. While the concept has been practiced for some time, the digital revolution and expansion of digital touchpoints that encourage 2 way dialogs between the customer and brand, has brought about a refocussed approach to listening to what customers have to say.
Considered a market research function, Voice of the Customer efforts are intended to discover customer angst, their needs and how they require their consumer problem to be resolved. VoC reveals pain points and obstacles that the customer encounters at specific phases in the customer experience lifecycle and highlights opportunities to upsell or cross sell in order to extend the lifecycle beyond its organic drop off.
Not only is Voice of the Customer data put to good use ahead of product development and launch phase, but such feedback can be invaluable during a customer experience lifecycle by revealing product or service failures that can be resolved and the relationship salvaged before abandonment or worse, brand detraction.
VoC is considered a qualitative and quantitative exercise and should be supported at every level of the business and on each channel through which the customer transacts. Though the collection of quantitative (surveys, focus groups, polls, CX call backs etc.) and qualitative (forums, social media engagement, word of mouth referrals) data both solicited and unsolicited, voice of the customer insights have the power to elicit an impact on both CX as well as bottom line financials.
Customer feedback, complaints and compliments should all be awarded the same degree of attention as each data set exposes strengths weaknesses, opportunities and threats that may each be leveraged and influenced on. Such data may be affected against other big data existing in the business and further laboured in order to reveal patterns and trends that may be working well or need fine-tuning to evolve customer experience strategies, product and service solutions and marketing efforts.
Voice of the Customer (VoC) may matter now more than ever. Peer to peer referrals, word of mouth advocacy and social reproach are today, far more persuasive than a brands equity or marketing efforts. The digital revolution has empowered and encourages consumes to communicate amongst themselves during each phase of the customer lifecycle and like it or not, customers have something to say and are going to say it irrespective of if their feedback is being listened to or left unheard to dismantle future CX.