1 / 44

Webinar How To Drive Action In Your Voice Of The Customer Program

Learn how to make your Voice of the Customer program effective in driving actions and improving customer experience. Get recommendations and strategies for engaging internal stakeholders.

shirleyc
Download Presentation

Webinar How To Drive Action In Your Voice Of The Customer Program

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. WebinarHow To Drive Action In Your Voice Of The Customer Program December 4, 2014. Call in at 12:55 p.m. Eastern time Maxie Schmidt-Subramanian, Senior Analyst

  2. Agenda • VoC programs aren’t effective in driving actions. • Customize your engagement strategy for internal stakeholders. • Recommendations

  3. Agenda • VoC programs aren’t effective in driving actions. • Customize your engagement strategy for internal stakeholders. • Recommendations

  4. Voice of the customer gives companies direction.

  5. Effective VoC programs improve customer experience by making customer feedback an integral part of a company’s decisions.

  6. Effective VoC programs accomplish four key tasks Listen Take the customer’s perspective Interpret Monitor Shareinsights Show value React Recommend and guide

  7. 71% • Our VoC program is not successful in driving action. Base: 141 global B2B and B2C companies with VoC programs; Source: Forrester’s Q2 2014 Global State Of Voice Of Customer Programs Online Survey

  8. VoC programs still aren’t embedded in the organization 64% 41% 40% 35% 34% • Active executive support • Input for CX design • Employee incentives/performance reviews • Embracedbyemployees • Adequate resources Base: 141 global B2B and B2C companies with VoC programs; Source: Forrester’s Q2 2014 Global State Of Voice Of Customer Programs Online Survey

  9. Agenda • VoC programs aren’t effective in driving actions. • Customize your engagement strategy for internal stakeholders. • Recommendations

  10. Unengaged

  11. Unfocused

  12. Underutilized

  13. Unengaged Unfocused Underutilized

  14. Motivate the unengaged through emotion and logic.

  15. Listening sessions:more than 25 executives and 60 to 80 calls

  16. Convey the magnitude of issues by sizing the impact on customers.

  17. Boost VoC credibility and advocacy by enlisting VoC champions.

  18. Pilot project: “One call to move” 28% higher satisfaction in new pilot process than current process Process rolled out to all customers now NPS improved from -42 in 2012 to +23 in the beginning of 2014

  19. Guide the unfocused with actionable insights.

  20. Identify issues and solutions by connecting VoC data dots.

  21. Prioritize improvements: Sage Software North America’s CX Optimizer CX VOC funnel Prioritization Action • Triangulate findings from different sources. • Calibrated and ranked for: • CX/brand impact • NPS/CSAT synergy • Magnitude/frequency • Revenue/margin impact • Findings are assigned to product teams, the CX Council, and the Architecture Advocacy Council for resolution.

  22. Sage NA’s heat map helps pinpoint how issues affect the customer journey

  23. American Cancer Society identifies drivers of loyalty to reveal CX levers

  24. GE Healthcare: Be stakeholder-centric when sharing information.

  25. Empower the underutilized with advanced tools.

  26. Identify at-risk customers to preempt problems by using predictive analytics

  27. Use predictive analytics to help frontline employees to better serve customers

  28. AT&T Mobility tracks CX success continuously Launch Product development Post launch

  29. Help uncover new opportunities Analyst- and media-sourced customer perception Customer-oriented social media: communities, Twitter, etc. Customer surveys CSAT Events and interviews Cisco Advisory Boards

  30. Agenda • VoC programs aren’t effective in driving actions. • Customize your engagement strategy for internal stakeholders. • Recommendations

  31. Maintain focus on the customer through journey-based CX dashboards

  32. Team up with process improvement teams to embed VoC in the business Process improvement Structure, tools, and scale VoCCustomer focus and feedback

  33. Close gaps that prevent your internal customers from using VoC insights Map decision-making . . . Which decisions do they make and when? Which stakeholders are involved? What are the decision-making processes or tools they use? Which data do they use, and which data are they lacking? Which role does VoC data play in decision-making? . . . and assess its health. How much is the customer perspective represented in decision-making? What are the challenges in using VoC data for decisions? Right data not available Didn’t understand data Data provided at the wrong time Data provided with not enough/too much granularity Etc.

  34. Three steps to great storytelling that inspires action Define the purpose Analyze your audience Craft your three-act play

  35. Craft your three-act play ACT III – Action ACT I – Setup ACT II – Vision ACT I – Setup ACT II – Vision ACT III – Action • What do we need to do about it? • What is the request? What will you give in return? • Three clear takeaways • or • What did we agree needs to be done, by whom, and when? What are challenges and opportunities? Who are the players? What is the recommendation or point of view? What is the topic? Why does it matter? What is the new way to look at the problem? What will convince the audience of the vision? What is the evidence?

  36. A VoC three-act play ACT III – Action ACT I – Setup ACT II – Vision ACT I – Setup ACT II – Vision ACT III – Action I’d like you to join a cross-functional team I’m establishing to research the problem and come up with a solution. Would you be willing to join? Customers are telling us that the website experience isn’t working for them. They’ve been calling into the call center at record volumes, and it’s costing us a lot of money. It’s worth fixing the website. Spending money to make the website a better experience for our customers will reduce costs and improve customer loyalty.

  37. And before we conclude: “Out of discord comes the fairest harmony.” (Heraclitus)

  38. Report: How To Drive Action With Your VoC Program

  39. Read more research if you are CX pros working on VoC and CX metrics See the upcoming “How Journey Maps Improve CX Measurement Efforts” report November 21, 2014, “How To Drive Action With Your VoC Program” June 20, 2014, “The State Of Voice Of The Customer Programs, 2014: It's Time To Act” June 27, 2013, “Seven Steps To Successful Customer Experience Measurement Programs”

  40. Maxie Schmidt-Subramanian Email: mschmidt@forrester.com Phone: +1 617.613.6746 Twitter: @maxieschmidt Blog: blogs.forrester.com/ maxie_schmidt_subramanian

More Related