At its core, an effective Voice of Customer (VOC) program relies on three simple steps:
- First, measure baseline quantitative customer satisfaction to find out where you stand now, what percentage of customers are happy with their experience and why.
- Second, gain insight into what drivers are causing customer satisfaction and/or dissatisfaction. If they’re unhappy with their experience, you want to know what is causing that.
- Finally, use what you’ve learned to take action and improve the customer experience.
Delivering a great customer experience is good for customers and good for your business. Satisfied customers are more valuable in various ways, including an increased likelihood to repurchase, lower customer service cost and higher retention.
Honest, candid feedback from customers provides tremendous value. Customers’ voices can help grow business profitably while increasing employee satisfaction and shareholder return.