All you need to know about running a successful VoC program 01

All you need to know about running a successful VoC program

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What is a Voice of the Customer (VoC) program and why it matters?

A Voice of the Customer (VoC) program is the foundation of every CX program that focuses on capturing, analyzing, and reporting customer feedback across your company. Being the heartbeat of customer experience, a Voice of the Customer program empowers brands to meet as well as exceed expectations. With a profound VoC program in place, you can gather actionable insights into your customer experience in real-time. This plays a critical role in identifying key trends in customer behavior, meet customer needs across the crucial touchpoints, and develop healthy customer relationships.

How to create a Voice of the Customer (VoC) program for your business?

Start with gathering your leaders

You should gather top leaders in your organization who understand the importance of customer feedback in creating a successful CX strategy. Share with them the worth of investing in VoC programs and how it will add value to your brand by driving bottom-line results. Also, include managers and supervisors from the middle levels too, and not just gather leaders from top levels only.

Communicating the value of your VoC program is essential

Make your leaders realize how their efforts in VoC program will help your organization to boost its efficiency. Discuss how VoC programs can help to identify customer issues beforehand so they do not become a challenge for your company. These programs will help you understand what customers want before they switch to your competitors.

Knowing your customers’ journey

As your customers have their own journey, it’s not necessary that they will follow the processes that you’ve created for them. To understand what to track, it’s essential to know your actual customer. This means you should be aware of the frictions in their journey and asking it the right way for ensuring customer success.

Creating VoC feedback mosaic

While there’s no fixed rule for creating a VoC program, there are certain ingredients that you can consider for collecting structured as well as unstructured customer feedback on a regular basis. Here are the key ingredients for collecting customer data:  

  • Consistency 
    Instead of not measuring anything at all, it’s better to measure everything consistently. After getting a baseline of your Net Promoter Score (NPS) or Customer Satisfaction Score (CSAT), you can gauge if you’re heading in the right direction.
  • Integrated viewpoints
    To get a more clear and defined picture of your customers, combine the structured feedback collected through CSAT scores and NPS ratings with the unstructured ones like verbatim responses on social media. This combination plays a pivotal role in hearing the Voice of the Customer.
  • Storytelling
    The VoC program that you launch should be able to tell the real story of your customer. Make optimum use of call center recordings, real quotes,  and emotional data for sharing their stories with the leaders.

Uncovering the difference between structured and unstructured VoC data

All you need to know about running a successful VoC program 02

Structured Customer Feedback

By measuring in a survey format, this feedback is a structured one as it helps to proactively retrieve customer data. To understand what customers feel about your brand, your organization can use any of the following metrics:

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Net Promoter Score

Net Promoter Score (NPS) is a survey used by brands to measure customer satisfaction and loyalty. With an aim to predict the business growth as well as revitalize the customer experience, this survey asks customers a question:

“On a scale of 0 to 10, how likely are you to recommend our company to your friends or colleagues?”

This question can be accompanied by another question: “Why did you give us that score?” This comes with a dialog box that lets customers provide their feedback in detail.

The scale of NPS ranges from 0 (Not at all likely) to 10 (Extremely likely), and you can classify the respondents as:

Promoters: Customers who give you a rating of 9 or 10.

Detractors: Customers who give you a rating between 0-6. 

Passives: Customers who give you a rating between 7 and 8. 

Know more about what is NPS. Improve your Net Promoter Score and stack up against industry competition with Voxco’s free NPS Calculator

Customer Satisfaction Score
Customer satisfaction (CSAT) surveys are used by brands to determine how satisfied customers are with the products or services they deliver. These surveys play a key role in tracking customers’ reactions and their perceptions about your products, services, or collaterals. To gain feedback, it asks customers the following question:

Customer Satisfaction Score

Customer satisfaction (CSAT) surveys are used by brands to determine how satisfied customers are with the products or services they deliver. These surveys play a key role in tracking customers’ reactions and their perceptions about your products, services, or collaterals. To gain feedback, it asks customers the following question:

“On a scale of 1-5, how would you rate your satisfaction with the service that we’ve been delivering?”

A CSAT survey comes with a flexible scale, so the responses can be in the form of 1-10 or 1-5 range or “Highly Dissatisfied” to “Highly Satisfied”. Depending on the customer responses, the CSAT score can vary from 0% to 100%. 

Customer Effort Score

Customer Effort Score (CES) surveys help brands to acknowledge how easy or difficult it is for the customers to get in touch with them or interact with them. This paves the way for determining how happy or frustrated they’re with your products or services. Most CES surveys ask a single question for customer feedback which includes:

“Please rate if it was easy or difficult for you to find a solution to your problem?”

For the answer choices, you can use Likert scales (ranging from “Not at all easy – Very easy”), emoji faces (featuring happy, sad, or neutral faces), or rating scales (ranging from “1-5” or “1-10”).

Unstructured Customer Feedback

There’s no doubt that surveys are the key to your VoC program, but you shouldn’t rely on them only. That’s where tapping into unstructured feedback becomes essential. To gather unstructured feedback, you need to uncover questions like what customers are talking about you? what is their intent? what do they want to share? You can easily gather unstructured feedback over places like social media, user groups, or even at events. Always push your employees to capture everything that your customers say!

Checklist to follow before launching a VoC program

Listen: Prioritize customer listening by building key paths that collect unstructured and structured feedback.

Interpret: Analyze the received feedback to identify key trends and share it with employees in real-time.

Act: Once you’re done with identifying trends, create a process that lets you act quickly. This involves activities like updating employee training programs or reaching out to annoyed customers.

Monitor: Keep tracking progress to determine the ROI of your VoC program over time.

What are the different stages involved in the maturity of VoC programs?

Foundational Stage

It is the preliminary stage where you need to focus on the basics for setting the right foundation for your VoC program. By collecting feedback across multiple channels through surveys, you can not only measure your current CX levels but also identify areas of improvement. You should leverage basic analysis and reporting to handle easy-to-solve problems first and doing the groundwork for larger VoC programs. Also, ensure the infrastructure of your VoC program allows extra sources for customer feedback like social media posts, and call center transcripts.

Advanced Stage

In this stage, CX professionals have built the fundamentals and are ready to expand on customer data sources for performing in-depth analysis. It’s important to collect and analyze structured and unstructured customer feedback at this level. Develop formal processes that allow your employees to take action on customer feedback and close the loop. As there are employees who communicate with customers directly, you should include their voice too. Also, don’t forget to add at least one executive for expanding your VoC program!

Final Stage

This is the state-of-the-art stage of a VoC program where all CX professionals aim to reach. A VoC program becomes state-of-the-art when it empowers an organization to drive better revenue and decisions. In this stage, the voice of the Customer data is pervaded into the way employees work.

Taking action on the data collected through VoC programs

After collecting both structured & unstructured customer data, analyzing as well as interpreting it, you should take action. Be it responding to customer complaints or updating your product or training your workforce, you should be ready. Make an actionable plan for the different kinds of feedback you receive: positive, negative, and neutral.

How to handle positive feedback?

Who doesn’t love to hear praise? While positive feedback is good for boosting your ego, it is considered to be least informational as you’re already aware of what you’re good at. This feedback tells you what you should continue doing in order to perform well. On receiving positive feedback for one touchpoint, you can follow a similar approach for other priorities in your cx improvement plan.

How to handle negative feedback?

When your customers provide negative feedback, they act as an early detection system for the issues in your business. Ideally, complaints and negative feedback are usually a minority because most of the disgruntled customers don’t prefer to complain about their dissatisfaction. So, you should be thankful to those who complain as they empower you with a roadmap to fix the flaws in your business. You should leverage this negative feedback by responding to your customers above their expectations and making them advocate for your brand.

How to handle neutral feedback?

Customers who give your brand a three-star review or participate in your survey by choosing a middle option from the answers provide neutral feedback. They neither encourage you nor do they warn you of the future. But such customers document their experiences and empower you to gain nuggets of insight. This way you can identify issues that might annoy customers but do not break the deal. It includes resolving minor complaints and preventing them from becoming bigger problems.

How you can make the most of your VoC program with Voxco?

Omnichannel Capabilities

Voxco’s best-in-class omnichannel platform empowers you to track CX across multiple mediums. It helps you reach out to your target audience by conducting surveys online, face-to-face, or through your phone. By allowing you to gather customer feedback across every touchpoint of the customer journey, Voxco power-packed omnichannel survey solutions help to make the most of your VoC data.

Top-Notch Dashboards

To ensure a successful VoC program, you need interactive and insightful dashboards for surfacing the data collected through customer feedback. Voxco comes equipped with a comprehensive suite of dashboards and analytics that empower you to gather actionable and rich insights from customer data. Know more about analytics software here!

Third-party Integrations

There’s no doubt that customer feedback is extremely crucial for your VoC programs but there is data arising from sources like website analytics, or CRM systems that you shouldn’t ignore. Voxco offers seamless integrations with third-party apps that empower you to gain a better customer view while diving deeper into their satisfaction levels.

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Great Research
Fast Insights
Best-in-class ROI

Voxco’s platform helps you gather omnichannel feedback, measure sentiment, uncover insights and act on them.

Join 500 + global clients across 40+ countries