voice of the customerTHE CUSTOMER POV

1. Do customers believe brands are really listening to them?

2. What do customers want in return for their feedback?

3. Do customers care about the feedback experience?

Do customers believe brands are really listening to them?

91%feel it’s

important for brands to offer a

feedback channel.

69%provided

feedback to a brand in

the past year.

feel that

brands are

more receptive to feedback today than 3 years ago.

50%

WHY?

Historical Data

Voice of the Customer Data

Support tickets

Contact Data

Lead source

Order history

Contact Information

Customer Satisfaction

Social Media Conversations

Product EnhancementFeedback

Support Experience

Win/Loss Evaluation

TRUTH Brands suck at creating engaging feedback experiences.

Actively and explicitly invite customers to speak to you. And it won’t kill you to make the experience engaging.

What do customers want in return for their feedback?

ACTION

69%

Acknowledge or reply

message

40%

Evidence that you took

action

31%Extrinsic

reward

Active interest in your customer’s advice.

86%want to hear what

other customers had to say.

They want a two way dialogue with the brand.

Create an environment in which your customers can freely speak their minds, positive or negative. Look for ways to create a two way dialogue.

Do customers care about the feedback experience?

customers have

switched brands as a result of being frustrated with the

feedback experience.1in3

“On the Canadian Tire website, I encountered a feedback survey with 34 questions – and some of them gave an overwhelming number of answer choices (22 in one case). By the time I got to the end of the survey I wanted to kill myself. I questioned what an online survey that was so long said about the retailer’s customer-centricity.”

Avinash Kaushik, Google

“I came, I puked, I left.” Avinash Kaushik, Google

Completion rate increased from 22% to 42%

Increased in mentions regarding how easy it is to apply online

VoC is PART of the Customer Journey

Make your VoC program convenient and easy for your customers. Make it part of their journey.

1. Actively and explicitly invite customers to speak to you. And make the experience engaging!

2. Create an environment in which your customers can freely speak their minds. Look for ways to create a two way dialogue.

3. Make your VoC program convenient and easy for your customers. Make it part

of their journey.

THANK YOU.

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smast@delvinia.comtwitter @stevemastwww.delvinia.com416.779.4149