Creating a positive and consistent customer experience across multiple channels is one of the most effective ways to retain customer, however, it is also one of the biggest challenges facing businesses today. Implementing a robust Voice of the Customer program is crucial to meeting this challenge but doing so is easier said than done. This is especially true for organizations where having a dedicated VoC program is not standard practice.

While some organizations are using VoC regularly, many are less familiar. In these instances, securing the financial and operation investment needed to build an effective VoC program requires a lot of work and, in many cases, the ability to demonstrate a Return on Investment.

Senior-Level Support is Vital to VoC Success

Securing support from the individuals at the top is crucial for building a VoC program. Knowing who these decision makers are is just the first step. These individuals will have key business issues they want to address, and it is up to CX professionals to understand these issues and show how a VoC program can be a valuable solution.

What are the Business Benefits of a VoC Program?

The benefits are significant; delivering an excellent customer experience is the most effective way for both B2C and B2B organizations to differentiate themselves from the competition—and VoC is a vital component in improving the customer experience. When building a business case for the senior team, it is important to consider which of the key benefits most apply to the company and tie financial implications to them. While, at a micro level, benefits of a VoC program may vary by business, at a macro level, most (if not all) businesses can expect to see the following benefits:

  • Retained (and gained) customers

  • Improved cross-sell and up-sell

  • Streamlined processes

  • Organizational change

  • Differentiation within the industry

What are the Five 5 Steps to a Successful Voice of the Customer Program?

At its core, a successful VoC program is fluid and can adapt to changes within the organization. Reviewing and revising goals based on demand changes, using cross-functional teams to make continuous improvements and re-focusing on new issues as they arise are just some ways ensure the Voice of the Customer program continues to add value.

While this may seem like a lot to consider, building a fluid and successful Voice of the Customer program involves 5 key stages:

  • Define – set clear, phased objectives and success criteria 

  • Design – design the program to deliver both tactical and strategic benefits, in line with business objectives

  • Listen – use multi-channel data collection to drive high response rates and deliver deeper insight

  • Analyze – Improve business results by analyzing data and creating a clear view of the issues and opportunities

  • Act – Ensure real change takes place