VoC programs include a range of tasks, including data collection and insight extraction, and putting them to work for you. Here?s a simple yet effective three-step strategy you can use to build a VoC program that works. Following these steps will empower you to act with speed and build a better business.
? Listen: Give your customers a platform where they can freely give feedback. The data captured from customer responses is gold.
? Act: Customers respond to action, so ensure that your follow up on any issues raised is prompt and in line with their needs
? Analyze: Employ text analysis to determine appropriate steps to achieve resolution and progress.
So critical is the listening step; it will determine the overall success or failure of your VoC program. Collecting actionable feedback involves asking the right questions to the right audience and at the appropriate time. It is a great idea to create customer profiles before sending out any surveys.
Building client profiles will help you accurately identify interaction levels and enable you to direct questions accordingly. Doing this will help you collect direct and indirect feedback. Everything from CSAT scores to behavioral metrics will be available to your team.
Listening out for feedback is just as important as who you listen to. It is essential to align your surveys with customer journeys. Timing is critical as it can directly affect the feedback you receive and also ensures customers are satisfied.
An excellent practice is following every support ticket with a one-question survey to close the loop. Asking clients if they?re satisfied with the support they?ve received lets you know how they feel and whether or not further action is necessary.
It’s important to note here that too much of anything is counterproductive. The same applies to surveys. Do not fall into the temptation of bombarding your clients with endless surveys. Setting your surveys at appropriate intervals has a significant impact.
This step is all about providing value to your customers. When it comes to Voice of Customer action, it needs to be healthy, decisive, and above all else, prompt. You need to demonstrate to your customers, through quick action, that you are listening and that you care by acting on feedback immediately.
VoC action requires a closed-loop communication; customer issues should be addressed and resolved within the shortest time possible. Left unanswered, even a positive response would be just as damaging as a negative one.
A highly effective way to ensure you close the loop at scale is by providing adequate and relevant resources to your team members. Further, a set of guidelines on addressing and escalating customer feedback or complaints will result in quicker turnaround time.
For any outreach team, insights into a customer’s needs or concerns are valuable as it saves them time and the uncertainty of relying on their instincts when mediating situations. Keeping support manuals handy means agents can quickly access the resources necessary to take action when customers raise issues.
A culture that values feedback needs inculcating in every department of the company. When every team member fully understands the value and positive effects of feedback, the motivation to act accordingly will come naturally.
On the heels of your feedback gathering, the analytical data generated comes into play. The data gathered can be classified into business and outreach analytics as well as program insights. Business analytics encompasses the various metrics for tracking and benchmarking purposes. Chiefly for internal consumption, business analytics help teams generate reports.
On the other hand, outreach analytics score the performance of your customer outreach efforts, such as the number of surveys conducted, the number of respondents, subscribers, bounced emails, and so on. Using these metrics, you can better optimize your outreaches.
Often overlooked, an important metric to keep an eye on is the number of people who didn?t respond to your survey. This metric will help adjust your strategy to become more engaging. Finally, as a result of what you glean from both business and outreach analytics, you get valuable program insights.
For example, survey answers, while extremely valuable, can be harder to analyze at scale. Thankfully, technological advancement has seen the development of cutting edge software like Tatvam, which has analytical tools that can extract tone and intent from text analysis.
Using Tatvam technology, your business can accurately identify previously ambiguous themes in feedback and get a much more accurate view of your customer experience. With these insights, text analysis will no longer be akin to rocket science. You will comfortably be able to apply the lessons learned to your strategy and then track your results.
Investing in a great VoC software program such as Tatvam can help you by offering a complete guide on Text Analysis. Some benefits include:?????????
? Centralized Analyzing, measuring, and customer feedback reporting.
? Significant savings on time and money by offering a much more efficient way to organize, read, and act on customer feedback.
? Translating customer feedback into actionable insights?
? Measuring and tracking progress ?against the competition.
? Checking trends and aligning customer experience accordingly.
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