Voice of the customer tools are most effective when they consider the entire customer journey and all of the interactions that take place throughout. Before a voice of the customer program can be implemented, the contact center needs to determine what they’re going to measure and how the insight will result in improvements. Focus should be on easy-to-measure data that will drive benefits for the business. At the start of a new voice of the customer program, a baseline measurement should be taken to determine the current sentiment of customers.
Using Real-Time Data
Quick-fire surveys that are run when a call is wrapping up don’t focus on the entire customer journey. They’re subjective and reflect just the result of the call, not the rest of the journey or how the agent performed. Voice of the customer data collection should combine real-time feedback, speech analytics and monitoring; surveys; and call coaching that checks for compliance and quality assurance. The application that monitors post-call surveys should also provide the automatic call distributor and call recording technology. That way, the call and survey can be correlated.
Focusing on Multi-Channel Interaction
Vocal communications are just one of the ways that customers connect with brands. Multi-channel communications are what customers depend on most. Interaction has to be captured across a variety of platforms, including e-mail, web chat and social media. Capturing multi-channel data helps the contact center review the entire scope of engagement and evaluate behavioral patterns to determine where process improvements can be made. Voice of the customer data should be collected anywhere there’s customer contact, including all communication platforms and any departments that interact with the customer.
Responding to Poor Ratings
If a customer gives a poor rating on a post-call survey, they should be immediately contacted by an agent. Thanks to real-time response technology, unhappy or unsatisfied customers can be reached within minutes to have their problem solved. When customer survey responses aren’t measured in real time, brands aren’t able to quickly react to poor ratings, which can result in the customer going to a competitor the next time.
Voice of the customer data helps brands determine their customers’ expectations. With customer journey mapping, the brand can figure out where their processes are meeting up with – or leaving gaps between – customer expectations.