How technology can enhance customer communication and engagement
CallMiner's VP of Int'l, Frank Sherlock, talks about the value of customer communications ahead of his session at Credit Connect’s Online Collections ...
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Voice of the Customer (VoC) terminology first surfaced nearly 20 years ago in an MIT paper about quality management techniques for product development. Since then, VoC has taken off as the umbrella term for an increasing number of customer feedback channels.
For decades, customer surveys have been the primary mechanism used to gauge VoC. While metrics derived from surveys such as customer satisfaction (CSAT) scores and net promoter scores (NPS) are useful, they can be imperfect indicators of how customers view your company.
According to the American Customer Satisfaction Index, the average survey response rate is between 5 and 15%. This small pool of surveyed customers tends to express either extreme satisfaction or extreme disappointment, which leads to skewed findings. Additionally, surveys only provide insight into the remembered experience. Survey results can vary dramatically from actual interactions between agents and customers.
To uncover a more accurate measurement of customer satisfaction and experience, modern VoC programs utilize a range of feedback strategies alongside traditional surveying. Developing new feedback mechanisms can prevent survey fatigue, fill in the gaps where surveys fall short, and help your business achieve a greater understanding of customer sentiment.
Here are the five components of a modern VoC program:
How do you get started building a VoC program that incorporates both unsolicited and solicited feedback? Let’s look at five practical next steps.
The evolution of the omnichannel customer journey enables new opportunities to grasp a holistic view of VoC. By capturing and analyzing every customer conversation, your business can discover patterns of sentiment and emotion, contact drivers and call dynamics. This real-time unsolicited feedback is gold for improving CX, but you need the right conversation analytics technology to collect into that data and uncover opportunities that drive your business forward.
Want to learn more about leveraging VoC to boost customer satisfaction? Check out our whitepaper Beyond Surveys: Building a Modern VoC Program to learn more.
CallMiner is the global leader in conversation analytics to drive business performance improvement. Powered by artificial intelligence and machine learning, CallMiner delivers the industry’s most comprehensive platform to analyze omnichannel customer interactions at scale, allowing organizations to interpret sentiment and identify patterns to reveal deep understanding from every conversation. By connecting the dots between insights and action, CallMiner enables companies to identify areas of opportunity to drive business improvement, growth and transformational change more effectively than ever before. CallMiner is trusted by the world’s leading organizations across retail, financial services, healthcare and insurance, travel and hospitality, and more.