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The Voice of the Customer – It Needs to be Heard

We recently posted about CES, or Customer Effort Score and why you should be tracking it. This hopefully highlighted the importance of knowing what your customers think about your organisation. This post will go further into the methods that exist for capturing the voice of the customer.

An organisation’s mission and vision, processes, KPIs and metrics can all be based around the Customer Experience, but unless the voice of the customer is heard there is no way to confirm whether or not they are hitting the mark. Sure, conversion rate, AHT and size of customer base can all fluctuate based on how successful an organisation is at listening to their customer, but there are many other factors that can influence hard metrics like this. The most effective way to get a customer’s perspective is to go to the source. Here are some suggestions on how you can do this:

Post-Interaction Surveys

Surveying a customer, if done correctly, gives you a great opportunity to get genuine feedback on how you’re performing. This area of the industry has seen rapid advances in recent history, as more and more organisations see the value of NPS, CSAT and CES, along with other analysis that can be drawn from surveying customers. With these rapid advances, the methods of conducting surveys has evolved. Some examples:

  • Post-call transfer to an IVR: After a phone call interaction with a customer, calls can be transferred IVR system (automatically, if you wish) which registers values in response to questions asked. The benefits of this method include freeing up agents by having the system handle the gathering of feedback and also feedback being given that is fresh, as the customer has just dealt with your organisation.
  • Email/SMS surveys: Similar to post-call surveys, once set up you can have your systems send out SMS or email surveys automatically based on certain criteria, which the customer is free to reply to at their leisure. Benefits include that typically the costs associated with sending SMS/email are cheaper and that as the customer isn’t forced to respond immediately, they can provide more detailed feedback when they’re in the right frame of mind to do so.

Interaction Analytics

Another way to capture the voice of the customer is to do so in real-time, using interaction analytics. A recent post of ours discussed this, essentially this technology captures the tone and content of a customer’s discussion with your organisation which can then either be analysed at a later time by your Quality Team, automatically analysed by the system or interpreted in real-time to provide immediate feedback/prompts to your agents. This can be done across multiple channels, not just voice interactions.

Feel free to contact us if you’re interested in learning more about capturing the voice of the customer.

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