How To Turn Complaints Into Compliments With a VoC Program

Today’s customers are more empowered than ever. The internet and powerful social media platforms are always at their disposal at every moment, which means even a small number of unhappy customers can create significant reputational damage.

Now essential for every business is a consistent and scalable process for ensuring unhappy customers can speak first to the business and have their complaints addressed.

In highly regulated industries, the requirement to demonstrate the effectiveness of complaint management processes is Government-mandated.

​A successful VoC solution – like CentraCX VoC – is an effective complaints management platform that supports rigorous processes for ensuring that customer complaints are collected, understood and actioned. Here’s how it works.

Collect Customer Feedback

Feedback is one of the most critical aspects of any experience program. It underscores the importance of sophisticated approaches to data collection.

With a VoC solution, every customer is presented with an opportunity to provide feedback via a survey with each interaction. Research has shown that the greatest VoC survey participation rates are achieved by ensuring that the survey is presented as part of the original interaction. This is achieved by presenting the survey on the same channel as the initial interaction.

A VoC program also provides the capability for customers with unresolved issues to make the business aware of their concerns. By offering feedback opportunities to every customer, after every interaction, businesses ensure that customers have the maximum ability to make themselves heard.

The breadth of survey channels offered by CentraCX VoC ensures customers are surveyed on the same channel as the interaction. This effectively makes the survey a continuation of the interaction and ensures the complaint management process is part of each interaction.

Understand Customer Feedback

Understanding the issue at the heart of a customer complaint requires contextual information that links the customer and their interaction to records within underlying business systems.

CentraCX VoC incorporates flexible meta-data with each survey, that can include customer and system references, as well as links to call and interaction recordings.​

CentraCX VoC also applies an additional layer of context, by providing your frontline team members with a voice in the complaint process. It can contextualise customer feedback by the frontline team member that supported the customer. With the unique insights of the employee, the underlying causes for complaints and issues can be readily identified.

Action Customer Feedback

So you’ve collected your feedback and you have insights into customer pain points. Now what?

Turning insights into action requires tools and capabilities that can identify solutions to specific problems and engage employees to continually drive the necessary change. Many organisations do not invest in these processes to turn feedback into actionable insights. And while it might be enabled by technology, delivering a differentiated customer experience requires leadership to connect technology, people and processes.

Let GSN transform your customer experience improvement program

Start creating amazing customer experiences that drive loyalty and spend at each touchpoint with help from GSN.

CentraCX VOC is a comprehensive, SaaS-based Voice of the Customer platform. With CentraCX VoC we work with your business to:

  • collect customer feedback across multiple channels;
  • understand feedback through rich dashboards and create actionable insights; and
  • engage your teams by giving them a voice in the feedback in the process.

The unique Tribal Analytics process builds on VoC technology and creates a platform that delivers employee feedback into the mix for an end-to-end system for continual improvement.

Contact us today to find out how CentraCX VoC can improve your Customer Experience improvement program.

Today’s customers are more empowered than ever. The internet and powerful social media platforms are always at their disposal at every moment, which means even a small number of unhappy customers can create significant reputational damage.

Now essential for every business is a consistent and scalable process for ensuring unhappy customers can speak first to the business and have their complaints addressed.

In highly regulated industries, the requirement to demonstrate the effectiveness of complaint management processes is Government-mandated.

​A successful VoC solution – like CentraCX VoC – is an effective complaints management platform that supports rigorous processes for ensuring that customer complaints are collected, understood and actioned. Here’s how it works.

Collect Customer Feedback

Feedback is one of the most critical aspects of any experience program. It underscores the importance of sophisticated approaches to data collection.

With a VoC solution, every customer is presented with an opportunity to provide feedback via a survey with each interaction. Research has shown that the greatest VoC survey participation rates are achieved by ensuring that the survey is presented as part of the original interaction. This is achieved by presenting the survey on the same channel as the initial interaction.

A VoC program also provides the capability for customers with unresolved issues to make the business aware of their concerns. By offering feedback opportunities to every customer, after every interaction, businesses ensure that customers have the maximum ability to make themselves heard.

The breadth of survey channels offered by CentraCX VoC ensures customers are surveyed on the same channel as the interaction. This effectively makes the survey a continuation of the interaction and ensures the complaint management process is part of each interaction.

Understand Customer Feedback

Understanding the issue at the heart of a customer complaint requires contextual information that links the customer and their interaction to records within underlying business systems.

CentraCX VoC incorporates flexible meta-data with each survey, that can include customer and system references, as well as links to call and interaction recordings.​

CentraCX VoC also applies an additional layer of context, by providing your frontline team members with a voice in the complaint process. It can contextualise customer feedback by the frontline team member that supported the customer. With the unique insights of the employee, the underlying causes for complaints and issues can be readily identified.

Action Customer Feedback

So you’ve collected your feedback and you have insights into customer pain points. Now what?

Turning insights into action requires tools and capabilities that can identify solutions to specific problems and engage employees to continually drive the necessary change. Many organisations do not invest in these processes to turn feedback into actionable insights. And while it might be enabled by technology, delivering a differentiated customer experience requires leadership to connect technology, people and processes.

Let GSN transform your customer experience improvement program

Start creating amazing customer experiences that drive loyalty and spend at each touchpoint with help from GSN.

CentraCX VOC is a comprehensive, SaaS-based Voice of the Customer platform. With CentraCX VoC we work with your business to:

  • collect customer feedback across multiple channels;
  • understand feedback through rich dashboards and create actionable insights; and
  • engage your teams by giving them a voice in the feedback in the process.

The unique Tribal Analytics process builds on VoC technology and creates a platform that delivers employee feedback into the mix for an end-to-end system for continual improvement.

Contact us today to find out how CentraCX VoC can improve your Customer Experience improvement program.