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Frequently Asked Questions
  

Here are some common questions about  capturing and leveraging the Voice of the Customer, along with our perspectives and answers. If you need additional information, please send email to randy.brandt@thevoicecrafter.com.


 

1.  How effective are most organizations at capturing and leveraging the Voice of the Customer?

Research consistently demonstrates that managers in most organizations do not believe their Voice of the Customer programs are as effective as they could or should be.  Studies by organizations such as Forrester and the Temkin Group suggest that a majority of firms are better at collecting customer feedback than they are at using it to improve customer experiences and/or achieve desired business results.


2.  Why?  What is preventing these organizations from being more effective?

There are many challenges and obstacles that can hold organizations back, but three issues stand out:  (1) Most firms are not very effective at making data from multiple VoC sources "work together" to paint a complete picture of the customer experience, and/or to set priorities for improvement; (2) These firms fail to connect the Voice of the Customer to people, operations, or business results; and (3) They fail to translate VoC data into action:  Most firms are not successful at using insights drawn from the Voice of the Customer to focus and direct actions that actually result in better customer experiences and business outcomes.


3.  What can organizations do to become more effective at making all customer data "work together?"

Develop and use a uniform set of customer experience categories to organize and analyze all customer data.   This enables managers to identify both strengths and opportunities for improvement based on a combination of insights drawn from surveys, inbound customer calls and emails, social media, and other sources.


4.  What can organizations do to become more effective at linking customer data to people, operations, and business results?

Start by developing a customer experience roadmap.  This provides two key benefits:  (1) It furnishes guidance for efforts to connect customer data to other business data (e.g., to link customer experience measures to actual customer retention and/or financial results); and (2) It prepares an organization to act on insights drawn from the Voice of the Customer by building accountability, and by pinpointing policies, processes, and practices that may need to be changed.


5.  What can organizations do to become more effective at taking action based on insights drawn from the Voice of the Customer?

Implement an eight step process for using the Voice of the Customer to drive action and improvement.   This process ensures that the right people are charged with fixing the right things.  It also ensures that the impact of actions taken can be determined, and used to support investments made to capture and leverage the Voice of the Customer.