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

Why is the voice of customer important?


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Voice of customer is referred to as a technique to bring out customer experiences, preferences, opinions and expectations towards an organization, its products and services. 

Businesses use the voice of customer a lot these days due to their ability to provide the business owners with detailed customer feedback, which they later analyze and implement in their administration in a way that better suits the customer expectations. By doing this, brands understand the gaps between the customer needs and wants, to what they are providing them. 

In this article, we will be discussing various important points so as to why the voice of customer is important to you if you are a business owner aiming to build a successful customer experience.

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Why is the voice of customer important?

  • Better products – to understand what your customers think about your product, you first need to understand what they like and dislike about your product. By taking post-product feedback from them, you will know those dissatisfactions in the customers and you can figure out the defects and work to improve them. Voice of customer also gives you insights and ideas for your future products. 
  • Enhance customer experience – customer is the key to a successful customer-centric organization. And the best way to have the best cx is to listen to the customer. Voice of customer provides you with just that. You will gain information about various customer issues from various sources. You can analyze this information to draw out conclusions on how to act upon those shortcomings and improve your products and services. Therefore enhancing your cx. 
  • Decision making – while taking any big or small decisions in the organization, you need to consider your customers. What decisions you take and how the customer base will react to it is the important thing you need to consider. 
  • Sharing customer feedback – once you have gathered the voice of customer, you can share it with different teams in the company that is directly or indirectly related to the customers. These teams can be product development, marketing and sales, customer care, etc. leveraging customer feedback will help you bring everyone up to the progress and all of them can individually start making their improvements.
  • Regular interaction – customers love to stay with the brands that don’t make them feel abandoned. Hence, if you have a voice of customer in place for your organization, it will help you sever that connection between you and your customers. 
  • Loyalty – with NPS, the voice of customer can tell you how many of your customers are going to stay loyal to you. Although this is done by asking them one question “How likely are you to recommend us to your friends and family?” answer to this question will tell you how many of them are sure of recommending you, how many are happy with your brand but not enough to recommend you and how many of them don’t even consider it. 
  • One problem at a time – in the voice of customer program, there is no “one survey for all goals”. Hence, you need to specify your goal even before you start framing your customer feedback survey. Your goal can be to understand what customers think about your soon-to-be-launched product, customers feedback on an already launched product, what do the customers think about your customer service, and so on. According to these goals, you will have a specifically designed voice of customer program. This will help you get to the root of one topic and solve it completely.
  • Focus on negative remarks – the voice of customer standards will encourage you to ask questions that will get you more negative feedback from the customers, and not just the ones that you know will return positive remarks. The reason behind this is that it is believed that growth can be started when there is constructive criticism. So when you decide to sportingly accept the negative customer feedbacks, you motivate yourself as an organization to do better. 
  • Turning the customers – the voice of customer mostly uses tools that make use of data science to label out the “good” and “bad” words for you. Hence showing you how many happy and unhappy customers are out there. Whereas happy customers bring in money, the unhappy ones help you reduce the churn. Either way, it is beneficial for your organization to pay attention to both of them and try to turn unhappy customers into happy ones by enhancing your services. 

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