Customers are at the heart of your business, and if they are not happy or you are not effectively meeting their needs, it can take a toll on your bottom line. Implementing a Voice of the Customer, or VoC, program can help you keep your finger on the pulse of what your customers think, what your company is doing well, and where there are opportunities for improvement. Having this first-hand feedback can guide your decision making and elevate your business performance.
Tips for optimizing your Voice of the Customer program
VoC programs can be customized to your unique needs and goals. You have the ability to adapt how you connect with customers, when you interact with customers, and what feedback you gather.
Be specific with your goals
You can find out what customers think about virtually anything, but you want to put your efforts into information that will actually help your business. Set clear objectives, whether that is how you can improve your online booking system, or how customers feel about their experience with your service technicians.
This can also allow you to pinpoint where in the customer journey you want to engage customers. How soon will you return their call with a quote? How can they schedule routine service after an installation?
Decide how to collect information
There are many different ways to gather feedback, including surveys, phone calls, online reviews, feedback forms and social media. If you are reaching out to the customer, establish targeted questions you want to ask that are related to your goals. Make sure questions are worded in a clear and concise manner that doesn’t leave room for confusion about what you are asking.
When it comes to social media and online reviews, take notes on both the positives and negatives that customers are sharing. When appropriate, provide responses and follow up so that they know they are being heard, you value their input, and you want to reach a solution.
Make sense of the data
Use analytical tools to organize and evaluate the data you receive. Look for trends regarding how customers interact with your business, what they like or dislike about your services, and what their recommendations are. Provide reports to the appropriate teams so that they can see how they are performing and what areas need attention.
Be willing to make changes
One of the hardest things about welcoming feedback is actually accepting and using it. Customers’ opinions and viewpoints may not always align with your own opinion. Keep an open mind and be willing to make difficult decisions. You may need to rethink what products you offer or how your technicians complete certain services.
Follow up with customers
Once you have made changes, continue tracking customer feedback and insights to see whether those solutions were effective and achieved the intended results. Don’t be afraid to make adjustments. Your VoC program is something that should be ongoing and evolve along with your business. Keep refining how you are connecting with customers and using data to make informed decisions and create an exceptional customer experience.
About the author
Amanda Clark is the president and editor-in-chief of Grammar Chic, a full-service professional writing company. She is a published ghostwriter and editor, and she's currently under contract with literary agencies in Malibu, California, and Dublin. Since founding Grammar Chic in 2008, Clark, along with her team of skilled professional writers, has offered expertise to clients in the creative, business and academic fields. The company accepts a wide range of projects; often engages in content and social media marketing; and drafts resumes, press releases, web content, marketing materials and ghostwritten creative pieces. Contact Clark at www.grammarchic.net.
