There are a lot of ways to increase revenue, brand loyalty, and market share. And a Voice of Customer (VOC) program can achieve all three. But there is a right way and a wrong way to do it. Your VOC program should be treated as a strategic, rigorous competency. It is the guide for all of your customer experience decisions and needs to be as accurate and reliable as your financial, operational, and other metrics you use to to make key business decisions.
Listen to your customers, cut through data overload, and prioritize improvements across the entire journey to deliver fantastic experiences and drive revenue.
Increase visibility and credibility by learning how CX changes you make within your channel impact sales, loyalty, and market share across all channels.
Delight your customers. Prioritize improvements wherever your customers interact with your brand in person.
Detailed analytics, dashboards, reports, and assistance with data deep dives give you clarity on what the data says and help you make the case internally for changes.
Brands that deliver truly authentic, frictionless, and delightful experiences will find it is incredibly profitable: 85% of consumers would pay up to 25% more to ensure a superior customer experience.
Brian Solis, Altimeter Group, author of X: The Experience When Business Meets Design
There is no shortage of tools and services available to track customer experience, create custom surveys, and monitor brand engagement through social media. And yet, while 91% of businesses want to be CX leaders, only 37% have a formal CX initiative and only 20% consider their CX initiative to be at an advanced stage.
Something isn’t working.
Consider these requirements for VOC maturity:
- Measure the Whole Customer Journey: Your VOC strategy should include measuring the entire omnichannel experience including all customer touchpoints, devices, and channels. Only a consistent, integrated, holistic measurement provides actionable insights across the entire customer journey.
- Unify and Analyze: You have huge volumes of customer data coming in from across channels, technologies, and business silos. Surface key insights and KPIs into holistic views that can be customized according to roles in your organization or shared in executive dashboards.
- Prioritize Changes: Customer experience initiatives often result in reams of data and long lists of elements worth fixing, changing, or improving. But knowing which to address first can boost revenue, brand loyalty and market share quickly and efficiently.
- Eliminate Guesswork and Act with Certainty: Educated guesses about your customers could cost your company millions of dollars. Using the same rigor when measuring customer experience that you use in other areas of operations can provide you with hard data to support your decisions, allowing you to eliminate guesswork and act with certainty.