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The Voice of customers is the heart of market research. Businesses these days rely the most on this technique of gathering, capturing, analysing and implementing customer feedback. A successful voice of customer research in itself is not a goal, but its success is measured on how well it has served its purpose of delivering valuable insights and ideas.
Therefore the above goal can be achieved if you have the well-framed voice of customer questions. The outcomes of your survey will be as good as your survey questions were.
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You realize that you want to get customer feedback on your customer service. If their issues are being resolved, are they comfortable with talking to your customer care agents, and all sorts of product or service related interactions?
You make a survey in no time and distribute it to your customers. Now your survey is having a great response and you cannot wait to dig into the data and start analysing. But when you actually get to that point, you realize 75% of the data is just random and irrelevant to the “customer service” topic.
Now you are frustrated and have no clue how you are going to analyze this random data and how much can you rely on the conclusions that you will get out of it.
Now imagine if you had spent some more time and effort in actually framing the right questions, this disaster wouldn’t have happened.
This example is the reason enough for why it is important to focus on the voice of customer questions, and why you need to structure the survey properly.
In this final section we will see some of the commonly used types of questions you can use in your survey:
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