The voice of the customer is the collective mood, opinion, or feedback from a company’s customers. It is customers’ evaluation of their experiences with a company.
The Challenge
The new customer economy enables customers to use their voice in many ways. Companies that don’t provide a way for customers to communicate directly with them soon realize that customers will find their own way, whether through blogs, social networks, video sharing, or review sites. ResponseTek helps companies proactively hear the voice of the customer.
When To Listen
There are three occasions to capture the voice of the customer:
- Customer-initiated collection: customer decides when to provide feedback
- Company-initiated collection: periodic survey, such as an annual satisfaction survey
- Event-based collection: feedback is tied to a specific event, such as renewing car insurance
How To Listen
How to capture the voice of the customer depends on how customers are interacting with the business, whether by phone, online Web site, or face-to-face interaction. Keep in mind that it’s always best to collect customer feedback as close to the interaction as possible.
Contact Center: After the customers have spoken with your contact center, you can learn what they think using IVR, outbound calling, or online surveys
Online: If your customers are interacting with you online, use a web-based survey or a customer-initiated collector to learn what they think
Face-to-Face: After they’ve been in your store, direct your customers to an online, receipt-based, or SMS survey
Do more than listen
Surveying customers isn’t new. In fact, many organizations are overwhelmed by customer information. This is because they are unable to turn the voice of the customer into useful, actionable information. They need a system that can transform all the data into actionable business intelligence.
