Effective tips to ensure a high functioning Voice of Customer Program
Organisations put in a lot of time and energy to carefully analyse their customer base and develop products and services that fit the market’s demands. But despite having considered and painstakingly addressed customer pain points, the customer retention and renewal rates tell a different tale.
Could it be due to non-performing NPS surveys, where the response rates are dismal, either due to the customers giving generic answers or skipping surveys entirely? If such questions are plaguing you, then it might be time to relook into your organisation’s strategy.
Let’s break down the Voice of Customer pipeline into three compartments:
- Collating customer feedback through Channels.
- Contextualising and further understanding it at the organisational level.
- Actioning the feedback on relevancy and effectiveness.
This systematic approach is bound to give your company an edge over those who treat customer feedback as nothing more than a chore.
Collating Customer Feedback Through Channels
Customers are often more than willing to share their thoughts and opinions if asked the right questions in the right environment.
Therefore, it becomes crucial to explore the various channels available and analyse their advantages and how they can be leveraged to extract quality feedback from your customers. Here are a few channels that you can explore when collecting feedback:
On-ground customer surveys are an effective tool that offers you real insights about what and how your customers think about you. To understand what makes your customers tick, it is vital to ask them thorough and precise questions.
Train your sales teams to craft concise and clear-cut questions to receive insightful and specific answers, which can be then documented into a CRM tool and later be turned into actionable goals.
💬 Live – chats
Often live chats that happen on-site are conducted mainly during customer support. These chats make for a perfect ground to receive real-time and nuanced feedback from your customers and get a closer look at their concerns. Furthermore, you can set up follow-up surveys to these live chats and get a clearer picture of your customers’ experience.
Feedback forms – an obvious thought, right? You’d be surprised to know that a sizeable number of companies are yet to leverage this channel. All you need to do is set up a simple, easy to fill form dedicated to receiving customer feedback on your website. Implementing this gives your organisation additional digital interactivity points where customers can either complain or compliment your efforts.
You must be familiar with the pre-recorded message on a particular business helpline, which informs you that the conversation will be recorded. Leverage this practice to show your customers that you value them and want to hear their concerns directly. Having your customer care centre record calls can get you a lot closer to your customers' reactions as you can tune in and find out how they are feeling while interacting with your brand.
Tracking your customers’ interactions with your website using click-through rates, heat maps, scrolls, sessions etc., is now possible with the help of a host of tools. The insights you derive from these can help you optimise your webpages and closely match them with your customers’ expectations and behaviours.
Email is the go-to communication channel for most businesses to talk with their customers. Therefore it’s an excellent medium as you already have an existing customer base, where you can ask more direct and fruitful questions through surveys. Either send them a link or a feedback form, and you will get to read your customers’ thoughts.
NPS® Net Promoter Score Surveys
A NPS® survey helps you determine the willingness of a customer to recommend your firm on a scale of 1-10, an effective tool to measure your brand’s loyalty. Taking a large enough sample data can give you a reasonably clear idea about how satisfied your customers are. But do not keep your surveys too long as this could lead to respondent fatigue and faulty data.
Generally used in a B2B setup, these ratings help you understand what your customers exactly want and how to fulfil their needs effectively. These ratings can also disclose your customers’ top priorities and allow you to service them accordingly.
Contextualising and further understanding feedback at the organisational level
Putting customers at the centre of your organisation will not only aid you in understanding their feedback but will also help you anticipate your customers’ needs. The various channels mentioned above will help you collect feedback data, all you need to do is clean up the data and compartmentalise it according to relevancy and urgency.
Look closely at the factors that drive customer satisfaction and dissatisfaction and the underlying factors that affect the data itself. Getting a holistic view will improve how you interpret the feedback and help you better understand your customers’ needs.
Actioning the feedback on relevancy and effectiveness
Now that you’ve received and understood the customer feedback, it’s time to act on it. Set up a detailed guideline for a feedback-response program and ensure it becomes an integral part of the company policy on ‘how to respond to customer feedback’. Following an established standard procedure can streamline the process and save valuable resources.
- For instance, you can offer a personalised response either by email or phone call within 48 hours from when the feedback is received.
- Or you can also create close-looped feedback processes, wherein someone is responsible for following up from the point it is received to the moment it is resolved to completion.
Such systematic strategies will help you identify common trends in comments/responses and make changes at a higher level. Following this systematic approach is bound to boost your Voice of Customer programs, help you obtain clear insights and respond in a personalised and timely manner, thereby ensuring a product that ticks all the boxes in customer satisfaction.
Talk to Sharcx customer experience experts to learn more about the analytic use of high functioning Voice of Customer programs.