Recently I ordered a pair of shoes online -they didn't fit so I returned them with the prepaid label and in record time I received another pair. Even though frictionless buying experiences like that are becoming increasingly common, they still amaze and impress me.
At the same time, most of us still have daily encounters with companies thatdon'tmeet expectations. That's unfortunate, because to succeed in today's competitive economy, addressing customers' needs quickly, proactively and effectively isn't just an option, it's critical to business survival. Poor service, awkward logistics, insufficient information and other issues can all spell trouble. In fact, in a 2017 Salesforce.com survey of over 6,700 consumers and business buyers, 76% of respondents indicated that it's easier than ever to take their business elsewhere if a brand doesn't meet their expectations or understand their needs.
So how do you know what customers want? Ask them.
Establishing a voice-of-the-customer (VoC) program can help capture feedback, expectations and new ideas to build loyalty, improve customer retention and nurture sales expansion. And while many top brands have VoC programs in place, businesses of all types and sizes, including Cisco partners, can use VoC to gain a competitive edge.
Establishing a VoC program is more than just asking your customers what they think -it requires a systematic approach to consistently listening and measuring results, and then mapping those results to your organizational goals. Here are simple overviews of three of the most popular VoC methods:
Example:
"What is the likelihood that you will recommend XYZ company to a colleague or friend?"
Example:
"To what extent do you agree with the following statement? The company made it easy to handle my issue (customer service, purchase process)."
Example:
"How would you rate your experience with Company X?"
No matter which approach you take, ensuring success requires a closed-loop process that includes capturing customer feedback, analyzing the data, acting to improve upon the experience and monitoring the results. A good measurement system will establish priorities so that you can focus on what needs to be fixed and how to fix it, enabling you to zero in on the issues that matter the most.
Lastly, it's important to respond to and address both positive and negative feedback: when your customers take the time to provide their advice and suggestions, show your appreciation by immediately thanking them, and then, more importantly, swiftly taking action.
In an age when the power of word-of-mouth referrals, online reviews and industry influencers is at an all-time high, a VoC program can help you strengthen customer loyalty -increasing the chances that they will refer you to others as they continue to expand their business with you.
Want to know more? Check out this#SuccessTalk webinar recording, "Measure Value in Voice of the Customer."