The Voice of the Customer is a method of carefully listening to your customers’ and end-users views, requirements, wishes, expectations, and worries. We employ Voice of the Customer to ensure that the products, services, and new processes we’re developing really fulfill their requirements. As a result, our end-users, customers, or stakeholders will be able to utilize it. An alternative is that we create what we believe people want. However, it falls short of their expectations, fails to meet their requirements, and hence is not used. A formal definition of Voice of the Customer is, “Actual customer descriptions, in their own words, for the functions and features they desire, for the goods and services they need.” Companies can effectively identify and meet customer requirements and expectations by listening to the voice of the customer. Also, they can improve the product and services they provide. A translation of what you learn through the Voice of the Customer process into formal functional requirements can be done. Subsequently, technical specifications are a big aspect of early product or process development.
Methods of Gathering Voice of the Customer information
Voice of the customer data can be gathered in a variety of ways. However, we have developed a list of methods to which you can refer. You may use this list to figure out which ones are right for your company and put them into action.
Customer Satisfaction Surveys
Customer survey forms are simple to integrate into your website, app, or in person. These surveys might assist you in assessing the general level of satisfaction your customers have with your products or services. Forms can include Yes/No questions or open-ended questions. Surveys forms such as Customer Satisfaction (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES) are among the most popular and effective.
Website Behavior
You can leverage the built-in visitor tracking software/tool and e-commerce software on your website to track your customers’ actions. This information can help you in Behavioral Analytics tools like WatchThemLive. It aids in the creation of behavioral cohorts and the analysis of factors such as engagement, conversion, and retention, as well as the tracking of these factors over time.
Customer Interviews
When you interview your customers, they will tell you about your product or service. You can analyze these answers and improve your product or service. These interviews can be conducted on the phone, in person, on your website, or through video chat. Interviewers possess the option to delve further into the customer’s comments. They can glean extra information that other methods of VoC research may overlook.
Social Media
Social media is an important component of the feedback portion since it allows for two-way engagement with your audience. You can enter relevant ongoing conversations on any of the most widely used social networks. These include Twitter, Facebook, or LinkedIn, and interact with those customers by actively participating or simply listening. Another approach is to hire a social media influencer to conduct audience interviews on an influencer marketplace like Ainfluencer. People feel comfortable confiding in their favorite influencers. This is why this method has the potential to be incredibly persuasive.
Customer Reviews
Customer reviews, whether online or offline, are vital for VoC. Customer feedback will assist you in determining whether your product or service is effective. 86% of users are hesitant to buy from a company with unfavorable online reviews. When a consumer is satisfied and leaves positive reviews, you can continue to provide the same product or service. However, if your consumers are unhappy and you are receiving negative feedback, it is time to improve your product or service.
Emails
With almost everyone having an Email ID, the number of email users is 4.3 billion globally. You can leverage emails for conducting VoC. These can be as informal or professional as you wish. You can deliver tailored emails to specific consumers or construct a template for the whole intended audience. You may also ask for feedback as a reply or provide a link to one of your surveys in the email body.
Recorded Customer Calls
Every customer call, whether it’s a demo, a sales call, or a customer service call, is a gem for VoC. You’re likely to get incredibly useful feedback whenever clients spend money on your business by spending time on the phone. Monitoring these calls is beneficial for both micro and macro data. It aids in the identification of larger trends in client complaints, objections, and accomplishments.
Net Promoter Score
The Net Promoter Score (NPS) is a widely used metric for assessing customer loyalty. It’s as simple as asking customers if they’d refer your product or business to a friend. Customers must respond on a scale of 0–10 to the above question. For research purposes, NPS is an excellent VoC tool.
Focus Groups
A focus group is an informal gathering of eight to twelve customers who are invited to discuss their thoughts, ideas, and views about your product or service. This data collection strategy is used to obtain insight into customers’ prioritizing of demands, as well as to test concepts and receive feedback.
Conclusion
Organizations record customer feedback in order to use the information to improve the customer’s overall experience. VoC operations have acquired popularity over time. It is now a fast-growing aspect of a company’s main business strategy. Customers desire more direct interaction with a company; thus they function extraordinarily well for brands.
