Listening to the Voice of the Customer: Getting the right strategy

The Voice of the Customer is an important part of both Business Experience (BX) and Customer Experience (CX). Listening to the customer is no longer a nice-to-have for businesses; it is now essential.

But it’s never easy for professionals to listen to customers in a good way. So, let’s look at how to put a Voice of Customer (VoC) listening strategy into place.

A Voice of the Customer listening strategy is put into place in several steps. Let’s look at the different stages of implementation one at a time.

Why Listen to the Customer’s Voice?

Some companies with a lot of experience in CX (Customer Experience) might think this is a good idea, but it isn’t always the case. Still, different companies have different reasons for listening to the Voice of the Customer.

It’s important to remember why you want to listen to your end customers because of this. Most businesses now talk about customer experience fairly often. Even more so as technology, digital touch points, and the post-covid era have changed. Where business relationships with customers have been tested.

Today, it’s important to pay attention to the human side and the real needs of each customer. And all teams in a company must work together to do this. This is the Business Experience.

But let’s go back to why a company might want to listen to the Voice of the Customer (VoC).

  • Finding out where the end customer is unhappy.
  • Figuring out what the end customer wants and needs.
  • Getting feedback from customers about a product or service in order to make it better.
  • Make the whole customer experience better.
  • Focus on the customer when you innovate and make decisions based on data.

Who should be in charge of listening to what customers say?

Even though listening to the customer should be a company-wide project, some companies still give this task to a certain team. This is usually the marketing team. Large companies usually have a team that is just for customer experience.

But it’s hard for smaller companies to get all of their different teams to work toward the same goal. When people listen together at different levels and through different touch points, it becomes a daily habit to listen to the Voice of the Customer.

Obviously, this lets you learn a lot about the customer’s opinion, their dissatisfactions, and whether or not they want to recommend your brand.

What information to gather

When it comes to the customer, there are many different kinds of information that can be gathered, analyzed, and used. We want to know what the person who buys your product or service thinks of it. What they like and don’t like about it. What they want to change, what bothers them, and so on.

The customers satisfaction

It’s important to measure customer satisfaction at every point where a customer interacts with a company (also called CSAT for customer satisfaction). This is how happy a customer is with your brand after interacting with it.

The rate of recommendation (NPS)

You’ve probably seen this question before: “Would you tell a coworker or friend about our (variable)?

This is the question that is used to calculate your Net Promoter Score (NPS), which shows how likely it is that someone will recommend your brand. The customer must give a score between 0 and 10 based on how they felt about the brand, product, or service. Read this article if you want to learn more about the Net Promoter Score.

The amount of work put in (CES)

The Customer Effort Score (CES) is a way to measure how hard a customer has had to work throughout the whole process. If the customer gives a high score, it’s likely that he’s not happy.

In fact, customers will have a bad experience with your brand as a whole if there are points of friction on their final journey. Every interaction should go as smoothly as possible.

Information in more depth

You can also get much more helpful, clear, and specific feedback. You can do this by asking an open-ended question that lets the customer talk freely about their experience. This will help you figure out what is going well and what isn’t. Here, you can use text analysis, which, with the help of Machine Learning, can link the exact words to a level of satisfaction.

How can the Voice of the Customer be heard?

The Voice of the Customer is a resource and a way to get ahead of the competition. There are many tools, programmes, and channels that can be used to find out what customers think. As was already said, it’s important to listen in different ways and make it a company-wide goal.

Platforms for Customer Experience Management, such as Feedier, can be used to measure the Voice of the Customer. The benefit of this kind of platform is that it gives you a complete picture of the customer’s entire journey. The goal is to put all of this customer data in one place, whether it comes from direct or indirect feedback or from the platform or not.

Satisfaction surveys are a great way to get customers to tell you what they think. There are different kinds of questions that can be added, depending on what is needed. For example, you can measure NPS or CSAT, which were both mentioned in the last section.

The response rate is also increased by giving people different ways to take the survey, such as through QR codes, email, or SMS. In this way, you get important information that lets you improve the experience for the end customer.

Sum Up

Voice of the Customer (VoC) is one of the most important parts of your business. With a survey, you can find out how to improve your product, service, or customer relationship.

It’s also important to share this survey through different channels and measure key performance indicators (KPIs) that tell you what to do about different parts of your business. You will not only find the things that aren’t working, but you will also make the customer happier, which will make them more likely to spread the word about your brand.

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