Outstanding customer experience (CX) begins with knowing
what customers need and want – as well as their habits, preferences and
aspirations.
A voice of the customer solution helps manage feedback in
smart ways and reads between the lines of customer interactions to truly
understand so much more.
By gathering information from channels inside and outside
the business – from emails, calls and chat to social media – it helps discover
what’s really driving customers, and where your products and services can help.
The key is to avoid bombarding your customers with surveys,
you must ensure that you gather both the passive and active feedback that they
provide.
But how often should you listen to the voice of the
customer? The short answer is always!
Passive Feedback
Passive feedback uses ‘always-on’ methodologies to harvest
data from multiple digital sources.
Social media provides excellent insight, especially because
conversations can generate feedback from multiple users. Review sites such as
Trustpilot and Google Reviews are also rich sources of data, where customers
tend to be especially truthful with the aim of providing useful information for
future users of a product or service. Pretty much any online space where
customers talk about your brand can be mined to create a powerful and detailed
view of their needs, wants and aspirations.
There are, however, two key requirements to unlocking the
passive feedback goldmine: firstly, you need to be able to house all the data
in one place, and secondly, you need technology to automate the analysis of so
much unstructured data.
At Sabio Group, we favour the use of Natural Language
Processing (NLP) combined with sentiment analysis. This pairing not only tells
you what your customers are saying but crucially, how they feel about it,
giving you the information you need to make the
case for change.
Active Feedback
Active feedback relies on the traditional method of
surveying your customer at different points in the customer journey - but
choosing when to survey (and when not to!) is all important.
We recommend using survey fatigue prevention measures to
ensure that customers receive a survey no more than once within a 30-day
period. This will free you up to design a robust and reliable voice-of-customer
programme using both transactional and relationship surveys. Transactional
surveys measure customer loyalty and experience after a specific interaction or
transaction.
At Sabio, we have worked with hundreds of organisations to
help them identify the critical touchpoints in their customer journey which,
depending on your sector, could be anything from onboarding to post-contact or
from repair to renewal. Once identified, the next step is designing a survey
that helps you measure your strategic customer outcomes at each touchpoint and
identifying the most appropriate channel on which to send the surveys. Once in
place, your suite of transactional surveys will provide your organisation with
rich insight regarding the pain points in your customer journey and how they
impact loyalty, as well as the aptitude and attitude of your employees and how
that impacts loyalty.
Relationship surveys measure customer loyalty to your
organisation or brand, irrespective of any recent interactions. We typically
recommend sending a relationship survey to your whole customer base every six
or twelve months. Relationship surveys are far more in depth than transactional
surveys and have the advantage of talking to the ‘silent majority’ – those
customers who you haven’t spoken to recently and therefore have no indication
as to their loyalty or churn risk.
What a Voice of the Customer Solution Can Do...
- Generate and manage surveys and forms – tools that help you
ask customers for feedback at the right times and gather and analyse the
results.
- Analyse language and sentiment – uses Natural Language
Processing to identify motivation and intention across all your channels, from
social listening to speech analysis.
- Measure and track performance – view customer satisfaction
over time, across different parts of the journey.
- Support your team – easy-to-use dashboards bring your
information in one place, with customisable permissions and views for different
roles.
- Integrate with existing technology – works with platforms
like Genesys and other popular CRM or ERP software, so it simply runs alongside
your current systems.
For more information on Voice of the Customer and how Sabio Group can support your customer insights, visit our website.
*****ends*****
About Sabio Group
Sabio
Group is a global digital customer experience (CX) transformation
specialist with major operations in the UK (England and Scotland), Spain,
France, Netherlands, Malaysia, Singapore, South Africa and India.
The Group, which includes ‘makepositive’, delivers solutions
and services that seamlessly combine digital and human interactions to support
outstanding customer experiences.
www.sabiogroup.com
MEDIA CONTACT:
Joe O’Brien, Corporate Communications and PR Manager, Sabio Group
+44 (0) 7825 170269
joe.obrien@sabiogroup.com