Voice of the Customer Programmes: What\u2019s the Situation in 2021?<\/h2>\n
Implementing a Voice of the Customer programme can be divided up into 4 steps:<\/p>\n
- \n
- Collecting customer feedback.<\/li>\n
- Analysing and sharing the results at all company levels.<\/li>\n
- Ensuring teams take ownership of customer feedback.<\/li>\n
- Implementing actions based on customer feedback.<\/li>\n<\/ul>\n
Let\u2019s take a closer look at each of these steps, and how they are currently managed in most companies.<\/p>\n
Collecting Feedback<\/h3>\n
The first step consists in collecting feedback, listening to the customer\u2019s voice. This is one of the best managed steps. Collection technologies have matured over the past few years, making it easier to gather feedback.<\/p>\n
The indicators used to measure satisfaction, on the other hand, are not always the most relevant or complete. This is an area to improve. We\u2019ll discuss this further in a few moments.<\/p>\n
Analysing and Sharing<\/h3>\n
Once the customer feedback has been collected, it is analysed and shared with various employees. Most companies have a good handle on this stage.<\/p>\n
However, despite the quality of analysis, it is not always action-oriented. There is room for improvement here.<\/p>\n
Feedback and analysis should be thought of as a raw material, used to create short or medium-term actions. Analysis should always be \u201cactivatable\u201d.<\/p>\n
Taking Ownership of the Voice of the Customer<\/h3>\n
It is important that all employees be involved in the Voice of the Customer project. Everyone has to adopt a customer-centric vision in their ways of working and decision-making, not just the marketing or research teams! This is key to success.<\/p>\n
But this is often easier said than done. There are a number of negative (and limiting) beliefs about the Voice of the Customer, its value, and its use. Here a few examples of comments heard during the diagnostic phase:<\/p>\n
![\"Negative](\"https:\/\/skeepers.io\/app\/uploads\/2022\/10\/beliefs-about-voice-of-customer.jpg\")
<\/p>\nThis lack of employee ownership, linked in part to a system of false beliefs, is the Achilles heel of most Voice of the Customer programmes. We\u2019ll explore how to overcome this challenge a little further on.<\/p>\n
Customer Feedback Driving Action<\/h3>\n
Customer feedback should be taken into account when making strategic decisions, and defining or improving a brand\u2019s products, services and journey. Unfortunately, this is not often the case. Very few companies are customer feedback-driven. There is therefore a lot of room for improvement here, too.<\/p>\n
These 4 steps also constitute areas to work on, to continually improve. We will now present our 5 best practices for each of these 4 phases, along with our methodological tips. Let\u2019s begin with the collection of customer feedback.<\/p>\n
5 Best Practices to Improve Customer Feedback Collection<\/h2>\n
1 \u2013 Identify Customer Journey and Moments of Truth<\/h3>\n
If you are thinking about collecting customer feedback, ask yourself the following questions: When do you need to collect feedback? Where? In which context? At what stage of the customer journey? Via which channel?<\/p>\n
To answer these questions, it is important to understand and analyse your customer journey, meaning all the stages your customer goes through with your brand. You must identify the \u201cmoments of truth” on this journey, meaning the most important moments in your customer relationship. Each moment of truth is a good time to collect feedback.<\/p>\n
On a retail customer journey, for example, the best moments to collect feedback would be basket abandonment, order confirmation, order cancellation, product use, contact with after-sales-service, etc.<\/p>\n
![\"Customer](\"https:\/\/skeepers.io\/app\/uploads\/2022\/10\/best-moments-collect-feedback.jpg\")
<\/p>\n2 \u2013 Build Short and Personalised Surveys<\/h3>\n
Short surveys have a better response rate, as confirmed by all our MyFeelBack users. To maximise the amount of feedback gathered, we recommend no more than 6 questions per survey.<\/p>\n
Here are two additional tips:<\/p>\n
- \n
- Use NPS for the first question<\/a>. This will increase your survey response rates by 17% on average<\/strong>.<\/li>\n
- Personalise the first page of your survey, by using the data in your CRM or marketing database (contextual data, transactional data, profile data, etc.).<\/li>\n<\/ul>\n
3 \u2013 Set up an Automatic Trigger Scenario<\/h3>\n
Surveys sent immediately after an interaction or event get the best response rates. These surveys are triggered automatically, according to “triggers\u201d for specific customer behaviour. This is based on marketing automation scenarios.<\/p>\n
For example, a survey could be automatically triggered in the form of a pop-up when a website visitor displays exit intent.<\/p>\n
Create scenarios for triggering your surveys. This will enable you to send immediate surveys that provide better response rates.<\/p>\n
4 \u2013 Collect Customer Verbatims<\/h3>\n
Satisfaction rates are good, but they\u2019re not enough. We recommend collecting customer verbatims to obtain more practical information. Verbatims complete satisfaction indicators.<\/p>\n
5 \u2013 Don\u2019t Forget to Reach out to your Inactive Customers<\/h3>\n
You can learn a lot from your inactive customers. Don\u2019t forget about them. Send them surveys. Ask them for feedback.<\/p>\n
In fact, why not take the opportunity to ask them why they are inactive. This will help you better understand your weaknesses and maybe detect irritants that you were not aware of or identify areas for improvement with regards to your services, products, and journey.<\/p>\n
5 Best Practices to Improve Feedback Analysis & Deployment<\/h2>\n
6 \u2013 Assess the Satisfaction Model<\/h3>\n
One of the challenges when it comes to analysis, is identifying the parts of your customer experience and customer journey that contribute most to your customers\u2019 perception. These are the areas you need to act on.<\/p>\n
To identify them, it is important to combine the measurement of satisfaction at different levels – to measure overall satisfaction, but also at every stage and moment.<\/p>\n
The correlation between these two levels will help you assess the \u201csatisfaction model\u201d, i.e. the main drivers of customer satisfaction (and dissatisfaction).<\/p>\n
7 \u2013 Create Company-Specific Indicators<\/h3>\n
It is important to build indicators that are adapted to your company, that combine classic rating scales with business data. For example, if you are a call centre, you could:<\/p>\n
- \n
- Associate an NPS per employee.<\/li>\n
- Cross-reference the NPS with the reason for the call.<\/li>\n
- \u2026\/\u2026<\/li>\n<\/ul>\n
NPS and CSAT have a standard format so they can be adapted to specific business uses. Take advantage of this!<\/p>\n
8 \u2013 Adapt your Dashboard Content<\/h3>\n
It is important to adapt your dashboard content to target users. We recommend running workshops with these target users (agency or shop managers, phone operators, managers, etc.) to gain a better understand of their needs in terms of reporting, and to identify the best indicators for your dashboard.<\/p>\n
Remember to adapt reports to your recipients, too. All user needs are different!<\/p>\n
9 \u2013 Regularly Requalify your Contacts to Follow Changes in Persona \/ Needs<\/h3>\n
The Voice of the Customer is a continually evolving programme. New objectives may arise, new priorities may come to light. Think of the Voice of the Customer as a living project, that needs to be challenged on a regular basis:<\/p>\n
- \n
- Are your indicators accurate? Don\u2019t hesitate to change them. Things are often not perfect first-time round. There are always areas to optimise.<\/li>\n
- Is your customer data still valid? The reliability of the information displayed on your dashboard is based on your data.<\/li>\n<\/ul>\n
10 \u2013 Cross-reference Profitability & Customer Perception<\/h3>\n
Make sure that your Voice of the Customer management tool is not disconnected from your business applications. Your customer knowledge solution should be linked to your CRM, ERP, and Marketing Automation.<\/p>\n
This interconnection enables companies to cross-reference customer satisfaction data (for example, the NPS score) with profitability or customer value data (average basket, etc.). In other words, to cross-reference Customer Perception with Customer Performance.<\/p>\n
You can learn a lot from these crossovers, as they help assess your VoC approach ROI, which is of interest to company stakeholders.<\/p>\n
5 Best Practices to Improve Company Ownership of the Voice of the Customer<\/h2>\n
11 \u2013 Identify and Involve Ambassadors<\/h3>\n
- Personalise the first page of your survey, by using the data in your CRM or marketing database (contextual data, transactional data, profile data, etc.).<\/li>\n<\/ul>\n
- Use NPS for the first question<\/a>. This will increase your survey response rates by 17% on average<\/strong>.<\/li>\n
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