To retain your customers, you have to know very well what they want. To know what your customers want, you have to listen to them. A Voice of the Customer analysis helps with that. What is a VOC analysis and what should you pay attention to?

Customer Loyalty

Companies are constantly looking for ways to improve their products and services in hopes of increasing customer loyalty. To achieve that, you need to know exactly what your customers want. According to the Salesforce State of the Connected Customer report, 80 percent of customers consider brand engagement as important as product quality, and 53 percent say they feel an emotional connection with the brands they buy from most often. Incredibly important, then, to listen to your customers’ opinions – the positive ones, as well as the not-so-positive ones.

VOC Analysis

According to Lean Six Sigma, a VOC analysis is the translation of your customers’ voice (feedback) into concrete requirements that the organization must meet. A VOC analysis helps to know how to get and maintain good customer satisfaction. So VOC is a term that describes the process of capturing and understanding customers’ preferences, expectations, disappointments and overall sentiment about their experience with brands by collecting feedback in various ways. When brands invest in VOC, they can offer products and services that make their customers happy. This way, you can create an optimal customer journey and ultimately increase customer loyalty.

How do you measure your customer’s voice?

VOC can be measured in several ways, we mention three in this blog.

1. Surveys

You can ask customers to complete a survey at any point in the customer journey. You can send short surveys to customers while they are on your website, after making a purchase, or collect feedback on service interactions.

2. Social listening

Customers talk a lot and often about brands on social media, and as a company you can learn a lot from that. Social listening is described on the Frankwatching site as “following and monitoring all the conversations around your organization, brand, product, target audience or industry and turning this online buzz into data and advice that you can do something with. So by gathering information from social media platforms, blogs, online forums and review websites, you can uncover customer pain points that need to be addressed, as well as identify positives that you can use to improve customer loyalty.

3. KPIs and service transcriptions.

You can also view or listen to transcripts of customer service contact moments to gain insight into how customers felt during their interactions. This also helps you discover why customers contacted you in the first place. KPIs such as CSAT, NPS and CES are also indications about customer sentiment with a brand.

Better customer experiences thanks to VOC

So VOC can be used to improve the customer experience. Here are the steps to take.

1. Consistently collect real-time customer feedback across all channels and after every interaction

This feedback allows you to continually evolve your brand to continue to meet current customer needs.

2. Pay attention to specific KPIs

NPS, or Net Promoter Score, shows whether customers are willing to recommend your brand to others. CES, or Customer Effort Score, shows how much effort customers have to put in to get something done as your customer. The higher the score, the more effort the customer has to put in. Finally, Customer Satisfaction Score (CSAT) measures overall customer satisfaction with your brand.

3. Follow-up

By using surveys, you can learn if customers are satisfied with the products or services they have purchased. Above all, don’t forget to also contact dissatisfied customers to determine what steps you can take to improve the customer experience in the future.

4. Create an action plan

As an organization, create an action plan to ensure that each department is doing its best to increase customer satisfaction. This could include: optimizing an omnichannel strategy to ensure a seamless customer journey, improving existing products, improving communication methods between departments and training your service agents to update their product knowledge and practice empathy for better service.

So listen …

By being open to what customers are saying and feeling about your brand, you can create the kind of customer experiences that customers are looking for. That will give you a competitive advantage and increase customer satisfaction and customer loyalty. Our Hermes360 solution is an intuitive, omnichannel and AI-ready cloud contact center solution that helps you deliver that exceptional customer service, increase agent productivity and maximize the effectiveness of your outbound call campaigns.

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