Voice of customer process

Step 1: Define a goal

Before you even start the voice of customer process, you need to set a goal for your research. Why are you conducting this survey? What data do you wish to gather from your customers? Which areas do you wish to have insights on? Answers to such questions will give you and objective or agenda to conduct your feedback survey.

Why is it necessary to have a goal? Well, imagine you have designed a very generic questionnaire for your feedback survey and you have distributed it. Your data is flooding in and you are excited to see what you can conclude form that. But once you have your data, you don’t know what to do with it. You are confused so as to how to put this information into use and which areas you need to improve. Defining a goal and objective to your voice of customer process will give you data that is specific to your goal. Your goal can be feedback on a newly released product, customer service improvements, to know what new products the customers want, etc.

Step 2: Questions for the goal

Now that you have your goal set, next thing you want to do is prepare a questionnaire for the survey. Make sure that the questions you frame are totally focused on the topic you chose to get the feedbacks on. Example: your topic is getting a feedback on a newly delivered product, you will ask questions like “Which features you wish to have more in our product?” in such cases asking questions like “How do you think our customer service is serving you?” as you can see, this questions just sounds out of the topic and it might confuse the customers when they have to jump from topic to topic in one single survey.

Step 3: Distributing the survey

After framing a perfect survey and running the mock tests through it, now you have to deploy the feedback form to the customers. Identify where you are more likely to get your customers’ attention. 

These days most people prefer to use social media platforms and brand’s websites to interact with them. This is where technology has taken over the way businesses communicate with their customers. You have to decide which platform you are going to use to distribute your feedback survey. 

Another thing to focus on more is the sample customers. Choose your customers carefully and make sure they represent the entire population. Any sampling bias in the survey will lead to skewed results further leading to inefficient business decisions.