All bark and no bite: Voice of the Customer programme.
Jaime Scott _ April 2015
The call centre industry is privy to many trends, one of the current favourites being ‘The Voice of the Customer’ (VoC). The problem with these programmes is they can often turn the people behind them into data hoarders. “What else am I missing? What are my customers saying? Where can I find more?”
Collecting data from phone calls, texts, emails, and surveys is important, but it’s also important to interpret and analyse the mass of information in front of you.
Once you've actually figured out what the data means and developed a plan to respond to it, actually implementing the plan is the next challenge.
And the industry is making progress in this respect. Our recent Multichannel Maze Report, showed contact centres are beginning to channel customer feedback to other departments in their organisation; 36% say that customer insight has had a very high impact on their business-change programme and 43% say it has had a medium impact.
These are impressive statistics, but there is more work to be done. Roadblocks in taking action typically don’t come from those behind the VoC programme, but rather those who control the elements of the business that VoC is designed to affect.
This is why the VoC team need to be good listeners, and proactive agents of change.
Here are the three ways you can make sure your VoC programme has the biggest impact on your wider business:
After listening and collecting the VoC data, it’s important to start working on processing that data into actionable information. At this stage it is very important to use context to ensure the data provides significant and accurate meaning (e.g. what was the customer objective and outcome?) – if the VoC team has no insight into the bigger picture around the data, it might be difficult to turn it into actionable insight for the rest of the program stakeholders.
Group the verbatim into themes based upon a common customer objective, outcome or journeys- don’t just focus on the negative or you may lose sight of what it is that delights your customers!
After rigorously analysing the key problem areas, it should be clear what needs addressing and how urgently - make sure you prioritise the areas that need the most attention. There’s often no bigger obstacle to the success of a VoC programme than uncertainty at this stage; sit down with the key stakeholders in the programme and ensure individuals really own the actions they are responsible for. If there is still pushback, work together to identify the mutual benefits that enable you to move forward.
After implementing changes across the business, it’s important to be able to capture the effects and impacts it has upon the customer base and the opportunities it creates for the organisation. The opportunities may be more change, but getting the customer experience right is an iterative process. Make sure you have a finger on the pulse of each key problem area you outlined previously, and observe patterns in the feedback to determine results, and ultimately, the success of your VoC programme.
If you’d like to learn more about effective approaches to developing a Voice of the Customer programme, read EvaluAgent’s new benchmark report looking at effective multichannel contact strategies.