The 4 Stages in Creating a Strong VoC Program
There are several steps involved in making a VoC program that will transform your customer success processes into a well-planned, company-wide initiative. For that, you need a stage-by-stage program implementation, which we will summarize into four concise steps, namely, group, listen, analyze, and act.
The VoC program is not an individual effort or a singular team effort. Therefore, the first step toward establishing the program is to instill within the organization a culture that values customer feedback. Spreading knowledge about the importance of customer retention
through the VoC program can motivate teams to come together and find common solutions.
Program leaders that are strong believers in the profits of a VoC program can push other team members to be involved in delivering responses. Find these program advocates from all departments to collaborate in collecting, analyzing, and finding solutions that will address customer concerns and sentiments.
The very idea of seeking out comments and reactions, and finding the appropriate responses may not evoke unilateral agreement to start with. Dealing with negative sentiments is, without a doubt, a painful task. Yet, for that very reason, a collective effort will erase the unnecessary pressure of resolving issues from one particular team.
As a result, businesses can stay their ground in tackling problems and welcome criticisms along with positive reviews.
Once a strong foundation for the Voice of the Customer program has been laid, with customer response enthusiasts from across the board, it is time to identify the right venues and audiences for interaction.
The venues and channels need to be prioritized by listing all the touchpoints through which the customers react to or interact with your brand or product. Direct and indirect business channels, such as company-owned profiles and general forums, will need to be included in this list. Out of this, the platform that gets the most queries warrants the most attention.
On the other hand, finding the right audience is about identifying the most pressing questions and concerns. It is important to gather the views of the customer about a product through various methods, such as:
Proper information collection through the listening process will help acquire a good set of data from which teams can gather deeper insights. The extent and success of the analysis depend on how well the organization has defined its user segments
and user personas.
Backtracking on how a particular segment of users
interact with your product and support team can tell you a lot about where the root of a problem could be. It can also give you valuable insight into what issues need to be prioritized.
It must be noted, however, that the more responsive a business is to each individual concern, the better its chances of creating a solid brand value. Keep in mind, though, that simply responding to queries will not cut it, but taking actions that are both promotional and remedial is what will make VoC programs successful.
Now it is time to formulate an action plan in which every team member can participate. Generally, businesses have to formulate a standard VoC playbook from which teams can find appropriate responses to reviews and tickets. This is done by analyzing common trends in customer behavior
When queries arise, the first-response teams will have to initiate the process of resolution by choosing a reply from the standard playbook. Meanwhile, the quest for a solution to the problem begins by posting the query to the concerned departments. Specific and complicated queries need to be addressed differently by avoiding such generic intimation. In such cases, customers can be encouraged to write a direct query through email, where an ad-hoc analysis from teams will help find the best answer.
If customers are raising repeat concerns about a particular feature or service, then it may be time to take further action through escalation. These could be valuable inputs that can propel product changes, improving business performance and ratings.
In the end, customer satisfaction is measured by how the VoC program has impacted the overall ratings and reviews for your product and brand.