Traditional Voice of Customer approaches fall short of measurable impact because they often rely on data that is siloed, one-dimensional and stale. Poor CX data management results in an inaccurate and illegible portrayal of the customer voice, and uncertainty about how to improve CX. According to Forrester, 77% of companies say that they don’t model the drivers of CX quality regularly, leaving them in the dark about what matters most to their customers.
Voice of Customer Ops is a new, action-oriented approach that applies a deep understanding of your holistic customer voice to daily, weekly and long-term decisions that measurably improve CX. Instead of settling for analyses of individual siloes, evaluate your customer experience the way your customers do. Instead of more guesswork, give every team access to a single version of the customer voice that can be tailored for individual objectives. Instead of leaving your customer voice to languish quarter after quarter, use it to shape daily and weekly processes.
Traditional VoC vs. VoC Ops
Five Core Components of VoC Ops
1. Incorporates Data Across All Customer Voice Channels
With many touchpoints across the average customer experience, the impact of key CX factors is easily distorted or altogether missed when touchpoints are measured individually vs. holistically. It is critical to incorporate all customer voice channels into your analysis, so that you won’t miss anything important.
2. Enables Your Teams to Focus on Taking Action
To successfully advocate for customers, your team needs to be able to describe the impact of customer feedback in quantitative terms, and to contextualize it with rich supporting verbatims. To effect measurable change, all cross-functional teams need access to a single source of truth describing the customer voice. Using high-quality, real-time data avoids counterproductive and anecdotal stalemates that only encourage inertia.
If you can’t measure the impact of your actions, how will you know if they are effective, or if you need to course-correct? If you’re relying on surveys, by the time you have collected enough responses, it may be too late to drive impactful change. Intelligent KPIs help you understand the CX contribution of every single conversation in real-time, ensuring that you know what to do next, while it still matters.
4. Incremental and Iterative
Getting started with VoC need not be a massive undertaking — VoC Ops is fundamentally incremental and iterative. Starting with small actions in response to your customer voice across daily communications, it’s easy to see immediate benefit, and to build a foundation of metrics that have been validated by operational results.
5. Delegates Heavy Lifting to AI
Leveraging AI to collate and analyze your raw customer voice enables you to prioritize effectively, and leaves you and your teams more resources to focus on the most important work — taking action to improve your customer experience. Using AI also helps guarantee the timeliness of the analysis guiding your actions. This approach turns information into insight at scale, feeding an always-on VoC insight pipeline that is far more likely to be impactful than traditional methods.
Sound interesting? Here are 20 Reasons to Prioritize VoC Ops.