For years, price, product, and quality were most important. Organizations didn’t even think of their customer needs. Nowadays, the Voice of the Customer is more important than ever. In the previous blog, we gave an introduction about what Voice of the Customer is and the importance of listening to the customer. The question is not so much why you want to use VOC for your organization, but when you start with it to improve customer focus.
The Voice of the Customer; why not?
Customer experiences are shared en masse. You can ignore this, but it’s much more beneficial to you as an organization to participate in it. Not only the question of whether the customer is satisfied or dissatisfied matters, but especially why the customer is satisfied or dissatisfied. For example, if the results of customer feedback structurally show that customers are dissatisfied with the telephone complaint handling, it is a lost opportunity not to respond to this. By hearing negative and positive feedback, you can improve but also immediately see where you score well. And are those things not exactly what you want to know as an organization!
Customer experience is not something you do on the side. If you don’t see the benefits of being a customer centric organization, then it’s too soon to think about VOC. But if you want a proposition that distinguishes your customer experience from others, you are ready to be a customer-oriented organization and you are not afraid to make changes; then this is the moment to deploy the Voice of the Customer!
The Voice of the Customer is not a score or metric
The Voice of the Customer is not a metric. Through various KPIs, you can collect Voice of the Customer data such as Net Promoter Score, CSAT, and CES. This will be explained in a subsequent blog. A common mistake is focusing only on the scores. For example, a snapshot of a high NPS doesn’t say much about your customer loyalty, but an NPS showing an upward trend says much more. Continuously listening to the VoC at various touchpoints provides real insight into customer loyalty, customer needs, and customer satisfaction. It’s about the story behind the score.
It’s more than just listening to the customer
Customer feedback makes the obstacles in your organization visible, but what organizations are most concerned about is what to do with the customer data and the amount of time involved. Measuring is one thing, but optimizing and redesigning processes based on outcomes is a bigger challenge. Don’t be afraid and just start! Listening to your customers has a positive effect, such as increasing customer loyalty and customer satisfaction. So, is your entire organization ready to embrace this challenge?
Every organization wants to be a customer-centric organization
Listening to your customer is very important, but using customer feedback is even more important. You will find opportunities that improve the customer experience. If you don’t listen, you will even lose dissatisfied customers. Once you know what the customer really needs, allowing you to anticipate as an organization, you might have gold in your hands. It is also the satisfied and loyal customers who ensure that your organization ultimately earns more. In addition, the Voice of the Customer ensures more promoters (who can provide new leads), enthusiastic employees (satisfied customers and positive feedback give them a good feeling), and a positive online reputation (your organization will be found by future customers on review sites).
Still not convinced? Discover ten benefits of optimizing service and improving the customer experience.
