Voice of the Customer

To truly understand the voice of your customers (VOC), a simple customer satisfaction survey will not do the trick. It is essential to gain unsolicited feedback from social media or review sites, and to speak with the teams that interact daily with your customers.

Your Contact Centre can easily draw out themes, or point out the challenges and pressures from which executives may be too far removed – and which could be holding your business back. The aim of VoC is to:

  • Delve beneath customer satisfaction surveys and uncover the reasons behind feedback scores
  • Understand customers’ needs, wants and pain points
  • Prioritise these to improve services
  • Understand how customers view and value products and services
  • Illuminate where, as a business, you’re delivering on your promise to customers, and where you are not
  • Use this information to inform a way forward, so that you know which products and services you should develop and/or refine

Voice of the Customer can help gauge how your company is performing.  When VOC is captured, analysed and actioned correctly, it helps improve sales and customer retention strategies beyond what you might have thought possible.

Voice of the Contact Centre

Agents are often, if not always, overlooked when it comes to the interpretation of your Voice of the Customer (VOC) data. Managers are always quick to review the data through their limited lens of experience and often find it challenging to identify ‘real root cause’ of feedback scores. Similarly, external consultants often only see the “CSAT Scores” posted on a wall in the canteen.

The Voice of the Contact Centre (VOCC), which are your agents, hear everything in real time.  They feel the raw emotion through the sarcastic quips and angry statements, and therefore should be considered your most valuable resource.

Using VOCC and VOC together will provide robust interpretation and understanding of your customers’ needs and will give those needs real context. You will find out which departments are causing the issues and how to proactively address improvements.  Combined with clever contact analytics technology, your contact centre and its agents can be the force that drives the change you need to become more successful, compete in your market and ultimately thrive.

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