Instead of just collecting data, the voice of the customer (VoC) focuses on being considerate. The question is, why? Well, it’s pretty simple, if you know customers are having problems, it should be your penalty area to get to the root. On the flip side, if you know where customers enjoy your product, you should find out why so you can expand on it. There’s more to Voice of the Customer than sending an investigation and hoping for a good response.
If you dream of flattering a champion gymnast and paying a coach top dollar to train you, you’d expect them to tell you when your form is off, right? That’s because positive criticism is necessary for enhancement. Voice of the customer best practices stresses that you ask penetrating questions and not just set yourself up to obtain positive remarks. Are customers not happy with the price aspect? Do they have to worry about using your product? Does your service make life easier, or does it just increase their stress? While the responses may not be all smiles, the voice of the customer program exposes insights that drive change.
A business genuinely capitalised on a VoC program will listen to every customer, act on their responses, and analyse the data to improve processes. Being attentive and responsive can mitigate rough patches for future customers and get prompt value from customers with positive feedback. With a VoC strategy, businesses can take advantage of treasured opportunities to leverage happy and moderately dissatisfied customers. The former can create new business openings, which is dominant for dropping churn. Voice of the customer program is very approachable to positive and harmful conduct, and a little can go a long way for both.