What is VOC in Customer Service?
Once all data is gathered, it is analyzed to spot patterns and trends. Qualitative input may identify product bugs that need to be fixed or customer service processes that need to be improved. Quantitative data may identify high or low usage rates in some features, indicating the usefulness or success of those features. Insights from VOC data should then be used to inform actions. Examples of actions include making improvements to customer support and launching new products and services
Voice of Customer is imperative for business functions like customer success, operations, and product development. These groups use this research to identify and improve all stages of the customer’s journey by working together to enhance their products and services.
By collecting the voice of customer, companies not only develop a closer bond with their customers but also improve their internal collaboration.
How Voice of the Customer Impacts Your Business
This technique helps you:
- Spot early warning and potential brand crisis
- Evaluate new concepts, ideas, and solutions
- Customize your products, services, add-ons, and features to meet the needs and wants of your customers
- Increase customer retention
- Serve your cus
- tomers with what they really need
While the cost of in-person interviews is the highest among all forms of interview, it is still considered to be the most useful form for building trusting customer relationships. This is because customers perceive this type of interaction as more personal.
However, if you don’t ask the right questions with the help of the right platform, you may never get reliable answers. That’s why you need to put in a lot of thought while designing your surveys. With platforms like VWO or SurveyMonkey, you can choose from the different types of surveys available, such as yes/no type, multiple option-based surveys, drop-down surveys, and textbox-based surveys.
Having an on-site chat is an incredible method of collecting real-time customer feedback and reducing the possibility of your customers feeling unsatisfied.
The use of live chat is not limited to listening to customers complaints and resolving them. It is also a good tool to capture Voice of the Customer data. For this, you can schedule a follow-up survey of all the customers connecting with you through a chat
On any of the most commonly used social platforms like Twitter, Facebook, or LinkedIn, you can tap into relevant ongoing conversations, connect with those customers by actively participating, or quietly listen (while lurking and taking notes). The core strength of social media lies in allowing you to have a more direct and real-time conversation with the people using your products or services.
Though this technique requires a lot of time, it is always advisable to do this every now and then. What it’ll also do is help you with training your customer support team with better objection handling and enhancing your customer service.
The examples of negative and positive reviews below can help you understand your customers.
NPS gives you quick and reliable feedback from customers. The way the system works is easy. Customers need to answer this simple question on a scale of 0–10:
“How likely are you to recommend our company to a friend or a colleague?“
Give your existing customers and website visitors the opportunity to share their feedback at any point in time. Don’t make them wait unless you feel that there is a need to capture their voice.
Another detail to note here is that the majority of these techniques will help your team derive qualitative information from your customers. That means you’ll need to ask thought-provoking questions that motivate participants to provide insightful answers. For some companies that may be easy, others not so much. Keep in mind that it’s not the customer’s responsibility to provide you with any feedback, let alone productive feedback.
This data collection method is used to gain insights into customers’ prioritization of needs, or to test concepts and get feedback. Focus groups are sometimes used in addition to interviews and surveys as the last step to further investigate and understand the Voice of the Customer for each of the company’s touch points.
- The entire process of capturing VOC should be data-driven and at no point should you make any assumptions.
- In-depth knowledge of your user’s journey and customer lifecycle is a must.
- Don’t forget to skim through historical data.
Now, you have to put these insights into action, and then identify and respond to the Voice of the Customer to improve customer satisfaction and loyalty. Use VOC to increase customer retention.
If you use your VOC data collection programs to answer these questions definitively, you’ll know which policies are working, which are working against you, and what steps you should take in response.
It’s important to understand how customers feel about new products, and to learn from your mistakes. But to gradually improve your chances of success, you must also read between the lines (both verbatim comments and aggregate responses) and use those findings to guide future product development.
If you’re looking to improve first-contact resolution to increase customer satisfaction and lower costs, micro-coaching can accelerate your progress.
With a steady stream of customer feedback flowing through dashboards and leaderboards in the contact center, agents will be motivated to raise their own scores, compete with each other in a friendly way, and congratulate top performers. In a matter of days or weeks (versus months, perhaps, after corporate-level VOC data trickles down), you’ll begin to see a positive impact on the customer experience.