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

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]