Amazon chief Jeff Bezos is an avid VoC fan who personally handles and forwards emails from aggrieved customers to his team for immediate response. Even Apple CEO Tim Cooke reportedly handles roughly 100 emails a day in a bid to improve customer experience. So if top Forbes admired companies take Voice of the Customer seriously, why shouldn’t you?
If you are in an online business, are you engaging well with customers to serve them better? Or are you just dragging along and hoping for the best? This Is a critical point to think about because studies show that US businesses lose a whopping 83 billion dollars each year due to poor customer experience.
Whether the setbacks come in the form of abandoned purchases or defections, the toll on businesses is huge in sales, traffic, or competitive advantage. It’s even worse when you consider that customers are more likely to remember their negative experiences than their positive ones. So how can businesses ensure they don’t repeat this oft committed business sin of being unresponsive or tone-deaf to customers?
There is no better way to do this than hearing the voice of the customer. Better still making sure this voice is as distilled as possible, free from the noise of the crowd. Listening keenly to the customer is the key to not being part of the growing list of losing companies with poor customer feedback.
This is where Voice of the Customer (VoC) comes in. It’s a strategy that has been widely adopted by successful online business owners to make a difference between success and failure.