Your Most Unhappy Customers Are Your Greatest Source Of Learning

Your Most Unhappy Customers Are Your Greatest Source Of Learning
SHARE
THIS



Every customer has a voice…yet not every company listens. Successful companies use their customer as their secret weapon. In this opinion piece, Customer Experience Director at TBWA\Melbourne Billy Loizou argues for the voice of the customer.

Accessing that secret weapon isn’t difficult; create customer focus groups, conduct market research, invest in social listening or merely send out timely customer surveys across the customer journey via digital channels like email, web and sms.

Sounds simple doesn’t it, but why do most companies take a blind eye? Is it because it’s too difficult, too expensive, too confronting? Most of the time it is just easier to keep doing what you have always been doing because it has worked in the past.

It is fair to say that most large Australian companies have a monopoly on the market so their is no real need to change. Until the competition sneaks up behind you and is starring you in the face i.e the taxi industry vs. Uber, hotels vs Airbnb and retailers vs Alibaba.

All three companies don’t carry any inventory, yet drastically improve customer service and provide new revenue opportunities for those willing to leverage their technology. Companies need to go from being brand centric to becoming customer centric.

Picture

Heinz are a perfect example of a brand who listened to their customer and implemented their recommendations. The sauce that they produce is of great quality, however the user experience of trying to get the sauce out of the glass bottle is extremely clumsy. If you make some subtle design changes like flip the bottle upside down and change the material (glass to plastic), the experience changes dramatically.

“People want what’s best for them, and they can switch on a dime, because there’s always a new disruptor disrupting the last disruptor. So companies should just strive to keep changing and adapting to their customers’ needs.”

Hearing the voice of the customer is essential for effective marketing, but also improving service. If companies are to be relevant to the consumer of tomorrow, they will need much more than an email blast engine and a call centre. They must develop a broad contextual understanding of the customer.

Voice Of The Customer Programs
Many companies have embarked in creating seamless customer journeys across product, marketing, stores, call centres and sales. How do you now capture feedback to see if what you are doing is providing a positive or negative experience? Answer: set up a Voice of the Customer (VoC) program. Effective voice of the customer programs allow you to connect and engage with customers at key points in the customer journey.

The Voice of the Customer is a term used in business to describe the process of capturing customers’ requirements. It is a product development technique that produces a detailed set of customer wants and needs which are organised into a hierarchical structure, and then prioritised in terms of relative importance and satisfaction with current alternatives.

To enhance customer experience and increase business growth, many firms are developing voice of the customer programs. Successful VoC programs should support a cycle of five activities that make up a closed-loop process:

Picture

  1. Identify: What is it that you want to learn?
  2. Devise: What is the best way to collect the data?
  3. Collect: Capture the data through the right channels
  4. Analyse: Gather insights in real-time
  5. Draw: Monitor results and take action

The most successful VoC programs help companies connect multiple types of feedback across data channels, provide collaboration across functional departments, incorporate voice of the employee and leverage dashboards and reports that allow you to visualise the information regardless of the source. The key objective is to help deliver clear ROI, business results and prioritise issues.

​There are plenty of platforms now that allow you to implement VoC programs. Here is a quick snapshot of market leader Qualtrics’ platform; capturing the customers voice & realtime reporting dashboard:

Picture

Please login with linkedin to comment

Voice of the Customer (VoC)

Latest News

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin
  • Advertising

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin

Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]

Apple Set To Bundle Subscription Services
  • Technology

Apple Set To Bundle Subscription Services

Apple unveils latest initiative that is rumoured to have come to Tim Cook while he was scooping the leaves in his pool.

by B&T Magazine

B&T Magazine
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
  • Campaigns

SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat

SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]

by B&T Magazine

B&T Magazine
Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine