What is Voice of the Customer?
Voice of the Customer is about listening to the customer in different touchpoints across the customer journey.
A Voice of the Customer program is about collecting, analyzing, sharing and acting on the data that matters the most in driving growth for your business. VoC data can be divided by the type of customer feedback; direct, indirect and inferred. After capturing data, VoC program disseminates relevant information to the right person, at the right time, in the right channel, enabling better decision making, product development and customer loyalty.
Why is Voice of the Customer important?
Effective Voice of the Customer programs allow you to connect and engage with customers at key points in the customer journey. Companies with successful VoC programs have better overall business performance.
How to capture VoC feedback
Successful Voice of the Customer programs are designed based on company needs, available resources and desired outcomes. To get insights from Voice of the Customer initiatives you need to be tracking the metrics that make sense for your business. You can use one or more of these three common methods based on your company’s needs:
Surveys, complaints, market research or panels.
Social listening, review sites and text analytics applied to customer care interactions.
Website clickstream data, purchase history or contact center data.
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