In today's challenging business environment, acquiring a deep understanding of customers, their issues, desires and challenges can provide a significant competitive advantage and can unlock previously unknown business opportunities.
What is the Voice of the Customer
An effective Voice of the Customer (VoC) programme is essential for all companies to monitor customer sentiment, identify issues and spot opportunities. It's the process by which customer preferences and experiences are collected and then shared throughout the organisation. The insights gathered will contribute tactically and strategically to a business-to-business organisation. Key Voice of the Customer methodologies include analysing customer service feedback and social media, customer surveys and face-to-face customer reviews.
Listening to your customers is a vital part of your business process. Bsquared has helped many organisations to set up and run Voice of the Customer programmes and we've seen these organisations reap the benefits of the insights generated. We don't have a specific tool to sell, we'll recommend the best data collection method needed to achieve your objectives and help you with the process.
Factors which which we see as essential for success:
- CEO sponsorship, interest and involvement
- A clear purpose and objectives, VoC part of an overall customer insight strategy
- Employees are fully engaged in the process
- Results regularly shared throughout the organisation
Voice of the Customer Best Practice
- Why is it important to listen to the Voice of the Customer
- How to set up a Voice of the Customer programme
- What are the best data gathering methods?
- What is actionable data?
Measuring and monitoring your customer sentiment will bring powerful insights. Getting the best from the Voice of the Customer is from an ongoing conversation through which you can understand if you are meeting your customers needs.
Creating a robust, company-wide VoC requires commitment, investment and creativity. It also needs to be supported from the very top of the organisation. It should be part of the customer journey, clearly identified as another touchpoint for the customer.
The network of contacts within your customers if often extensive. Feedback can be obtained at an operational level and deeper insights can be gained at a more senior level.
Customer contact mapping and customer journey mapping are useful tools.
- Review the most appropriate approach to target customers
- Content based on the objectives and common metrics for comparison and benchmarking purposes
- Identify key customers, key influencers and decision makers
- Agree a project plan, communication plan and associated timeframes
- Identify stakeholders and target population
This depends on what kind of analysis you are looking for. Indepth analysis about customer future expectations and plans will require a face-to-face review type of activity, whereas gathering tactical customer sentiment can be achieved through a survey.
- Qualitative - gather data about expectations and opinions from key decision makers and influencers in the most important customers
- Quantitative - comparative metrics
- Combination of face-to-face reviews, telephone interviews, online surveys
- Allows comparison across customers, segments, teams and over time
When you set up a Voice of the Customer programme, part of the planning will be to look at what data you require.
We're always happy to have a chat about Voice of the Customer issues, if you would like to kick the subject around or you have a specific issue, please do not hesitate to give us a call 0203 747 9795 or contact us firstname.lastname@example.org or contact us