Deploying a Voice of the Customer (VoC) Program
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Do you gather, analyze and respond to your customer’s feedback with a disciplined approach? Learn about Voice of Customer best practices, see practical examples of how technology can support a VoC program, and hear success stories from the field with guest speaker Peter Leppik, President and CEO of Vocalabs.
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Deploying a Voice of the Customer (VoC) Program
- 1. Deploying a Voice of the Customer Program Valerie Vogt Director Strategic Consulting Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012 Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 2. In-Session Question #1 What level of Voice of Customer (VoC) program do you currently have in place? a. We are learning about VoC b. We are developing a VoC program c. We have a manual VoC program in place d. We have automated tools assisting us with some of our VoC program e. We have automated tools in place for gathering VoC results, but manual processes for analysis f. We have automated tools in place for gathering VoC results, and tools to assist in analysis Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 3. In-Session Question #2 What is the mix of structured versus unstructured feedback you analyze and share back with stakeholders in your VoC program? a. 100% close-ended survey questions b. Mostly structured feedback, with some use of open-ended and unsolicited feedback c. Balanced mix of close-ended survey questions along with open-ended questions and monitoring of unsolicited feedback d. Mostly unstructured feedback, with some use of close-ended surveys e. 100% of feedback is from open-ended questions and monitoring of unsolicited feedback Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 4. Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 5. Agenda • What is VoC • Practical Applications • Case Studies Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 6. What is VoC Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 7. What VoC Means Structured or Unstructured Solicited or Direct or Unsolicited Implied Feedback Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 8. Components of a VoC Program Culture Listen Respond Analyze Discipline Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 9. Value of a VoC Program Customer Company Business Experience Culture Results Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 10. Owning VoC Champion Executive Champion Sponsor Champion Centralized Team Front-line Employees Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 11. The Role of Voice of Employee (VoE) Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 12. What to Expect Response Rates are Tied to Relationship Strength Employee 60%-90% No Lost Prospective Current Relationship Customer Customer Customer 0%-20% 10%-30% 15%-35% 20%-65% Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 13. Don’t Forget… Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 14. Who Should Have VoC Programs Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 15. Practical Applications: Listen and Analyze Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 16. Solicited Survey Benchmark Repeat Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 17. Voice of Employee Comment Box Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 18. iSurvey Immediate Survey Follow Up Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 19. Unsolicited Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 20. Excel Analytics for Twitter Free Download from Microsoft Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 21. Buzzient Integrated with Contact Center Queued Support Analytics Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 22. Speech Analytics Real-time keywords and phrase spotting Real-time Keyword spotting monitoring, alerting, inte reporting raction scoring Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 23. Case Studies – Vocalabs Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 24. Vocalabs Peter Leppik, President & CEO Timely, actionable feedback Usability testing, continuous survey program, and syndicated research Computer tech support, wireless, retail, financi al services Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 25. Vocalabs Success Stories C Spire center increased FCR 80-location retail chain doubled stores meeting satisfaction goals National healthcare company used IVR to balance satisfaction and self-service Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 26. Putting This Information to Work You need to start Technology can help Avtex can help • Customer Experience Optimization Offering • IT Assessment • Contact your Account Executive or valeriev@avtex.com Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 27. Questions? Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 28. Thank you! Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 29. Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
Editor's Notes
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- SolicitedSurvey, comment card, UnsolicitedComplaints, word of mouthStructuredSurvey, star ratingsUnstructuredOpen ended, emails, complaintsDirectSurvey, social media post, emailImpliedPurchase histories, call frequencies, tone
- 1. Listen. Firms need to identify key customer "listening posts" across channels and departments and then collect feedback through methods like surveys, social media, emails, and calls. (see endnote 2)2. Analyze. Use customer feeback to identify patterns and themes. Share feedback with all people in the company.3. Respond. Act on customer insights to get value from them. Actions might include responding to individual customers, coaching employees, or changing experiences systemically.Repeat... VoC teams need to repeat the process to track the results of their efforts over timeSupporting ThemesCulture. Firms must ingrain VoC programs in the culture of the organization in order to have major impacts.Discipline. VoC programs need strong internalteams and clear processes in order to drive acceptance and change.
- Improving customers' experiences. Resolving and preventing customer issuesAssisting and anticipating a need for add-on products and servicesFocus on coaching employeesUncovering customer drivers of loyalty so you focus on the right thingsChanging company culture. Incorporating feedback loops for coaching, training, and educationImmediate connection for employees with their role and value to the organizationSupporting process improvementCustomer experience metrics provide a common goal and visionDelivering business results. Increased revenue through cross selling opportunitiesLowered cost of sales through positive word of mouth and repeat business
- Executive sponsor. Awareness and support – reinforce the valueRemoves roadblocks for the VoC teamCommunicate results to the companyRewards successCentralized team. Forrester research shows a centralized team is most effectiveConsistent processes for listening, analyzing, and respondingManages the disciplineCommunicates results to the rest of the organizationDistributed VoC champions. Champion the VoCBrainstorms solutions to feedbackAre accountable for resultsFront-line employees. They are the brand of the companyCoaching and trainingReward and recognize
- Additional customer listening postExample – in an online portal employees can log feedback and request follow up on behalf of a customerInterview for getting perspective and insightSuggestion box for internal process changesMisalignments between customer and employee perception – helps focus training
- No Relationship - 0%-20% response. The most demanding group to survey is a group that has no relationship with your organization. The 0% response is from a general market research survey that we did to a rented list, asking recipients about "Your last visit to the dentist"! (We repeated the mailing, with an incentive, to get the needed results.)Lost Customer - 10%-30% response. Since a lost customer has already made his or her decision and moved on, these recipients are less likely than other groups to respond to your survey.Prospective Customer - 15%-35% response. While prospective customers are interested in you, they have about an average chance of responding to your request for a survey.Current Customer - 20%-65% response. Current customers have a vested interest in providing feedback to an organization that they do business with. For customer-satisfaction studies, consumers have a lower response rate than businesses, and businesses in general have a lower response rate than major accounts.Employee - 60%-90% response. Your organization has no stronger relationships than with its employees. As a result, employee-satisfaction surveys typically have a high response rate. Tactical employee surveys will provide lower response rates. OTHER THINGS TO KEEP IN MIND TO INCREASE RESPONSE RATES OF SURVEYS: Immediately following the interaction, personal versus IVR rates, shorter surveys versus long, how professional does the survey come across
- THANK PEOPLE FOR THEIR INPUTDirect thanksCouponsPersonal NotesIndirect ThanksUse the feedback to impact changeKNOW ABOUT THE FEEDBACK WHEN YOU NEXT INTERACT WITH THE CUSTOMER
- VoC isn’t just for enterprise level accounts or B2C businesses. Small to mid-tier organizations can also benefit. You could then provide examples of some VoC solutions that might be less expensive, a little less sophisticated, but provide good value. B2B organizations can benefit as well.
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- SurveysDecide what you are measuring and what to askDetermine key listening pointsDetermine who to askSubset of customers or allB2B, who to ask at the customerBenchmark and RepeatStore results in a place where you can report on themKeep results tied to the customer
- Integrated with contact center softwareConfigurable by business usersOptions to automate pre-call, post-call, and in-between routingOut of box analytics and reporting
- Monitor social mediaDecide which channels you want to listen to – where are your customers?Decide what you want to listen for – keywordsDecide what you can spend on the technology and man hours to monitorContact center monitoringDecide what you want to listen for – keywordsVoice of EmployeeAt a minimum, provide an idea box/suggestion box
- Free downloadDecide what to report on: Type in keywords for search, type in tone, see who is tweeting about youSee trending in tone score by day, by time of day, and broken up by search term
- Buzzient monitors to social media sitesIntegrated into the contact center to create support items in the queue for items requiring follow upIncludes standard reporting and analytics to show trending in overall tone, competitor sentiment, and promoters/passives/detractors count with overall net promoter score
- Real-time keywords and phrase spottingDefine lists of keywords with alternate spellings and scoresAssociate keyword lists with inbound/outbound queuesGet immediate, accurate detection with channel separation (user vs. customer)Real-time monitoring, alerting, interaction scoringView words spotted plus scores per interaction for monitoring as desiredSet alert on calls with low/high scoresTrack per user and per queue scoresKeyword spotting reportingReport specific keyword category trends by queue, user, or summarized statsUse Interaction Recorder® to store speech analytics with recordings for quick search and trending analysis
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- Professional services company founded in 2001‣ Breakthrough process for collecting and reporting timely, actionable customer feedback‣ Services include usability testing, continuous survey programs, and syndicated research‣ Serve verticals including computer tech support, wireless, retail, financial services
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