How to Build an Effective Voice of the Customer Program

1. How To Build An Effective Voice of the Customer Program tatvaminsights.com

2. If you are a customer-centric business then you know the voice of the customer (VoC)as a strategic asset • Every business thinks that they are aware of their customer’s needs and expectation • But in reality, they are not, and even if they are they are only partially correct • This results in bringing down the marketing communications, service delivery, sales effectiveness, customer experience (CX) objectives, and product R&D. • In such a case, you need to implement a strong, effective VoC program • Here is how you can build an effective voice of the customer program tatvaminsights.com

3. Set Objectives • VoC will help businesses to seek, capture, prioritize, and categorize customer experience and preferences • With VoC your company can delight your customers by arranging the right mix of people, culture, technology, and processes tatvaminsights.com

4. Gather and Prepare Data • To truly understand the voice of your customers, you’ll need to leverage customer data as much as you can • To manage customers data many companies utilize CRM software platforms tatvaminsights.com

5. Design Processes You can conduct VoC programs manually or by using the technology Many companies prefer to use the technology as a manual method do not scale well in the long haul There are multiple CRM software that will help you to achieve VoC automation tatvaminsights.com

6. Customer Segmentation • Customer segmentation is important as all customers are not equal • For B2B business customers segmentation can be done on the basis of personas and objectives using both implicit and explicit criterion • For B2C might want to consider including the key performance indicators such as loyalty program attributes, Recent Frequency Monetary (RFM), and social media behaviors • The organization that is willing to boost the CX, can also create a category of ex-customers tatvaminsights.com

7. Measure Results To make your VoC program sustainable, you’ll necessarily need to show paybacks It is highly recommended you use performance metrics that clearly demonstrate ROI tatvaminsights.com

8. Conclusion • According to a survey done by Gartner, 95% of organizations surveyed collect feedback from their customers, fewer than even half of these organizations bother to alert their staffs, and many few of them informed their customers proactively as to how their feedbacks were used to create a better customer experience • In fact, only 5% of the respondents in the survey closed the loop by letting their participants know how they used the VoC feedbacks • Before starting your VoC program, it is necessary to have enough resources to review and act upon the feedbacks • Remember asking for feedbacks and ignoring them will only waste your time and resources tatvaminsights.com 5755 North Point PKWY, Suite 38, Alpharetta, GA 30022