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Voice of the Customer (VoC)

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Voice of the Customer (VoC)

• What is it?• Why does it matter?

• What to do with the information?

VoC Prerequisite:

Successful VOC programs don’t just focus on customers, they put an emphasis on company

culture, on finding and retaining the right people.

3 Source: ICMI

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The VoC Research Technique◇ Qualitative- identify the expectations◇ Qualitative to Quantitative - prioritize the expectations◇ Quantitative – identify performance factors of

expectations◇ Analytics – identify satisfaction and loyalty drivers

Source- Jericho Consulting

Liar, Liar, Call Center on Fire

82% of companies claim to deliversuperior customer experiences, only 8% of

consumers agree, highlighting just how poorly the majority of today’s providers are listening to

their client-base and being honest.

5 Source: CRM Media Information Today, Inc.

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In addition to the Customer’s voice, you must also capture the Voice of the

Employee (VoE)Why?

Because VoE programs help cure broken Customer Experiences

Source: Forrester Research

It’s about both VoC & VoE

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Why worry about employee opinions?

• Customer feedback alone is insufficient because they cannot pinpoint the root causes of a bad

experience

• Employee feedback is important because employers need to diagnose and address issues, such as whether a lack of coaching undermines employees’ ability to deliver better experiences.

Source: Forrester Research

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Poorly designed products,

and processescreate most unmet

expectations.

Customer expectationsmust be set to avoid problems and surprises.

- Fails to followpolicy

Customer20%-30%

Employee20%

- Wrong expectations- Customer error

-Fails to follow policy-Attitude

Company 40%-60%- Products and services

don’t meet expectations- Marketing miscommunication- Broken processes

At least 30% of

contacts are preventable

The majority of customer dissatisfaction is NOT caused by employee error or attitude but by products that disappoint and broken processes*

*F inding based upon TAR P analysis problem cause data in over 200 consum er and B2B environm ents.

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4 Common VoC Mistakes & How to Avoid Them

1. Failure to identify all relevant customer groups2. Not clarifying goals of the data collection phase up

front3. Using the wrong data collection method for the type of

information you need.4. Not translating customer statements into critical to

quality (CTQ) characteristics

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1. Identify your

customer base

2. What do you want to know?

3. Collectdata

4. Identify customer

needs (CTQs)

5. Develop CTQ

measures

Voice of the Customer Process Flow Map

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CTQ Tree – First Level

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CTQ Tree – Second Level

Voice of the Customer (VoC)Critical Success Factors

1. Gain Executive Support (especially the CFO)2. Develop a realistic Action Plan

3. Build a Radial Team and Eliminate the Silos4. Communicate Effectively

5. Add Voice of the Employee to VoC6. Take Quick Action and Innovate

Source- Confirmit white paper

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Final Thoughts on Voice of the Customer• The entire process of capturing VOC should be

data-driven and at no point should you make any assumptions.

• In-depth knowledge of your user's journey and customer lifecycle is a must.

• Don't forget to skim through historical data.• Leverage Google Analytics for better customer

analysis.

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Ten Myths About Customer Service1. Always exceed customer expectations2. Answering the phone really fast is the key to success3. People always prefer talking to people4. The customer is always right5. Complaints are down, things are getting better6. Employees are the cause of most dissatisfaction7. Price and cost cutting is the key to success8. We’re better than the average in our industry – that’s great!9. We’re at 90% satisfaction – let’s declare victory!10. We measure Net Promoter so we’re done!