How to Use Voice of the Customer Insights to Improve Customer Experience
If implemented correctly, regardless of what your ultimate questions are, VoC programs should make your customers’ experiences more convenient, personalized, and on par with (or above) their expectations.
You can use newly uncovered Voice of the Customer insights to improve customer experiences by:
Uncovering Unexpected Insights and Opportunities
VoC programs often uncover answers to questions you haven’t even asked yet, paving the way for meaningful further research and opening up new opportunities to improve your customer experience.
For instance, you might create a feedback survey implicitly designed to help you determine which grocery store products to discount for loyalty club members, only to come across recurring feedback around a glitch in your store’s mobile app.
Surprise findings like this can help you uncover new ways to delight your customers based on their genuine feedback about your business.
Revealing Customers’ Preferences
Voice of the Customer data enables you to identify and mitigate less-than-ideal experiences across your organization. However, it’s also a great way to learn more about your customers’ likes and dislikes, so you can deliver experiences that don’t just meet expectations but exceed them.
Survey responses, online reviews and support tickets give your customer experience team real-world insight into customers’ preferences — insight you can use to inform how you interact with those specific customers and customers like them moving forward.
So if you learn from VoC data that one of your customers prefers communicating over email and receiving personalized check-ins from their account manager, add those notes to their record in your CRM to be sure your colleagues honor them in future interactions.
Enhancing Customer Journeys
Voice of the Customer feedback can help you tap into CX opportunities at every level of your organization, from overall satisfaction to individual customer journeys.
When collecting VoC feedback, you’ll want to pose research questions that address customers’ experiences and journeys at a granular level.
So while relationship NPS and CSAT surveys that ask, “how likely are you to recommend us to a friend or colleague?” are essential, your organization should also ask for more granular feedback about specific experiences.
Implementing a combination of relationship-level and episode-level VoC collection tactics will ensure your VoC program captures a wide range of customer feedback and uncovers actionable CX opportunities that are tied to specific journeys, not just overall sentiment.
Getting Ahead of Potential CX Shortfalls
A successful VoC program empowers customer experience and support teams to resolve customers’ concerns and improve misaligned experiences, but it also gives them the insights they need to take a proactive approach to their CX strategies.
You can use VoC analytics to identify patterns and trends within your customers’ experiences and your company’s service delivery activities. By looking back at what went wrong in the past, you’ll be able to better anticipate and prevent similar issues from occurring in future customer interactions.
For instance, let’s say your latest NPS survey data revealed that 40% of your customers saw a significant dropoff in communications 90 days after onboarding. With that data in hand, you could develop a check-in plan for your customer success team that remind reps to check in with new customers on a bi-weekly basis for the first six months of their engagement.