Customer feedback is one of the most critical aspects of any experience program, underscoring the importance of sophisticated approaches to data collection.
Voice-of-the-Customer (VoC) is a process that enables continuous improvement through the collection, understanding and action of customer feedback.
Organisations implement a VoC program for a variety of reasons, however, most businesses focus on a combination of four key purposes.
Let’s explore these purposes in more detail and how they can be supported by a VoC program such as CentraCX VoC.
1. Employee Engagement
Focus on using customer feedback to identify improvement opportunities with individual employees or teams.
Research continues to prove that employee engagement is critical in business success. An engaged workforce is one where each employee has committed themselves to a clear purpose. Importantly, each employee has also been empowered with the ability to influence their work environment to help them achieve their goals.
CentraCX VoC is an effective tool for employee engagement. It has the ability to:
- Empower employees
- Coach employees
- Recognise great performance & share best practices
2. Process & Product Improvement
Identify and prioritise issues within the broader organisation based on customer feedback and perspectives.
In today’s fast-paced environment, continual Improvement is the lifeblood of business. With a VoC program, your business can innovate like never before. Drawing on the combined feedback of your customers, frontline employees and management, you can drive innovation at an extraordinary rate.
CentraCX VoC provides a platform for all stages of continual improvement.
Identify: customer feedback is critical to identifying and prioritising improvement opportunities, however, it can be difficult to turn customer opinion into actionable insight. CentraCX VoC addresses this fundamental challenge with two highly sophisticated mechanisms:
- Customer context is incorporated into every survey with flexible meta-data describing both the customer and the specific interaction or episode parameters.
- Frontline employee feedback is also collected to translate customer language into an internal language.
Plan: customer feedback is essential when considering and planning improvements. With CentraCX VoC customers regularly obtaining participation rates in excess of 30%, you can be sure that your decisions are prioritised based on statistically significant data.
Execute: go beyond identifying actionable insights and assist your business to drive change by engaging your employees in the action plan. CentraCX VoC Tribal Analytics ensures that frontline staff are part of operational changes and understand the underlying need for the change.
With a loud voice within the organisation, frontline staff can achieve the type of empowerment that only comes with the influence over decisions that directly affect their work environment.
Review: analysing change results is crucial to continual improvement. CentraCX VoC enables detailed analytical review tied to your change improvements:
- Capture pre-change baselines and compare them against the impact of your change.
- Engage in A/B testing to determine the optimum change and evaluate customer feedback tied to each approach.
- Incorporate full customer, interaction, process and product meta-data to analyse the variants that are impacting your improvements.
3. Business Reporting
This enables management to establish and monitor metrics and KPIs that measure customer experience and sentiment.
Customer experience management has undergone a massive change. With customer perspectives widely published via online platforms, the age of the customer has arrived.
For business, the measures surrounding Customer Experience are now just as important as financial and operational metrics. From ops teams to board level measures, such as NPS, Customer Satisfaction, Customer Effort and Team Member Quality are reported on regularly.
CentraCX VoC makes business reporting of meaningful CX metrics simple and hassle-free.
4. Complaint Management & Compliance
This supports organisations to identify and resolve issues for dissatisfied customers before a complaint becomes repetitional or compliance risk.
Today’s customers are empowered like never before. Thanks to the reach of online platforms, even a small number of unhappy customers can cause significant reputational damage.
As a result, ensuring unhappy customers have an opportunity to speak first to the business and have their complaints addressed is essential for every business. Plus, their process for doing so must be both consistent and scalable.
In highly regulated industries, the requirement to demonstrate the effectiveness of the complaint management processes is mandated by the Government. CentraCX VoC is an effective complaints management platform that supports rigorous processes for ensuring that customer complaints are collected, understood and actioned.
Want to improve your customer experience improvement program?
Contact us today to find out how CentraCX VoC can enhance your customer experience improvement program. Start creating amazing customer experiences that drive loyalty and spend at each touchpoint with help from GSN.