10 Ways to Reboot Your Voice of the Customer (VOC) Program

Customer Experience (CX) is emerging as a multidisciplinary field. It’s not
just operations, marketing, sales, design, or insights… all of the above is
required to create an immersive and seamless experience for your customers.

That being said, the metric back bone of most CX programs rests in the
Voice of the Customer (VOC) program. That is, those activities focused on
getting customer and prospect feedback, getting it to the right people, and
then doing something about it. If you are striking out for the first time
to develop a VOC program or looking to upgrade your existing program here
are some tips to consider.

1.
Respect Your Customers

Customers are very savvy nowadays. In fact you are one. Do you really think
the fake cursive writing is or the fictitious name for the signatory line
of the survey is believable? Time to treat people with intellectual
respect. Be honest about what you are doing and why you want them to help
you. I remember when I gave up my Groupon account and tried to unsubscribe.
It asked me if I was sure and then they threatened to beat an employee if I
did. I persisted with my unsubscribe wishes to which Groupon delivered on
their threat and I was required to
watch a video of “Derick”, ostensibly a Groupon customer care employee, getting ambushed and faux
assaulted by a co-worker. It was personal, it was authentic, and it was
funny. It also made me feel a little guilty about booting Groupon. Keep it
real and honest and your customers will help you out.

2.
Scale Back the Scales

On a scale of 1 to 10 with 1 being “this really blows” to 10 being “I’m
never going to fill out your stupid survey” please rate how much you like
filling out scaled questions. Yea, I’m down with Likert, Guttman, Osgood,
and all kinds of scales. They have their purpose, but it is a dated way and
overused way to understand human attitudes and emotions. In scaled
questions we are putting the burden on the respondent to encode their state
of mind. In reality our job is to decode their state of mind from what they
tell us, in the way they want to tell us.

While we still can’t abandon scales completely, we need to be moving toward
more open ended questions to let people express themselves in the way they
want. Intelligent probing can make the process more conversational and
engaging and as a bonus yield better text analytics outcome on the back
end. You’ll end up getting better data from real people. With the advances
in text analytics from companies such as Lexilytics, Clarabridge, and Megaputer there no
reason why you cannot make this happen today.

3.
Keep it Short, Keep it Fun

No one wants to complete your 8 page survey except perhaps
institutionalized populations. The days of even filling out a 4 page survey
are over. Short back and forth conversations are the way to build rapport
and intelligence. Uber for example, has a nice, brief, customer experience
survey at the end of each transaction.
Chatbots and AI assistance
as made this approach even more scalable today. Rather than going deep with
one individual we should be going wide with many. Short rapid feedback
surveys can be stitched together to get a good idea of the overall journey
from multiple sources.

4.
Give Something Back

It doesn’t have to be an incentive. In fact, incentives tend to let the air
out of the VOC balloon and can create a pseudo rating economy if left
unchecked. People are narcissistic and like to talk about themselves and
their opinions. Give them a forum to do so. Doubt me? Take a look at
TripAdvisor where they have literally millions of reviews provided for free. Create an ecosystem where sharing is fun and your customer
get something in return; ideally one that is intrinsically reward for
participating. If you don’t, other big players will such as
Amazon’s move on vehicle reviews and evaluations.

5.
Make it Fun

Your brand has a personality. Or at least it should. Let that shine through
in collecting Voice of the Customer. Make your connection with customers
brand enhancing not brand detracting. Use it as opportunity to reinforce
what your brand is all about. Companies like Customerville have put this at
the forefront of their offering, delivering a feedback experience in parity
with their clients’ brand experience. Bring a gaming element into the
survey process is also a great way of engaging customers in the survey
process and improving data quality at the same time. Finally, don’t forget
the majority of your users are probably completing their survey via mobile
device. If you aren’t providing a mobile-first environment that will
definitely be un-fun experience.

6.
Help Them

Nothing pisses customers off more when you ask their opinion, they ask for
help, and you don’t do anything about it. Help them out. It’s social Karma.
If they have a problem, make sure your system is set up to quickly
acknowledge and resolve concerns. If they want to know more about you or
your products and services get on it and tell them. This moral high ground
that research cannot stoop to help matching people with solutions is silly.
If they want know about that accessory or other upsell opportunity jump on
it. But do it in a way that isn’t pushing product, but is matching
solutions with needs. Amazon does this every day… seems like they are on to
something.

7.
Connect the Dots

“Can I have your membership number please?” No, you can’t. That’s your job.
You have my phone number and my name; figure it out. Stop annoying
customers by asking them about things that your company already knows. “Oh
but it’s easier just to ask them” some will say. Yea, easier for the
company. Stitch your intelligence together. Don’t make it seem like each
time is the first date with a customer you may have had for 10+ years, use
the information you have. VOC should build on itself. It should be learning
over time. For that matter, there is a ton of information out there
already. Doubt me? Do a little Google on yourself…it’s unnerving.
Unfortunately, we are still living in a transactional world with
transactional databases. We need to move toward a longitudinal view of the
customer fusing the wake of consumer behavior with attitudes and emotions.
Only then will we be able to really understand and model Lifetime Value
well and do some really awesome predictive analytics.

8.
Stop Worrying about Measurement

“Oh should I use a 5 point scale or a 10 point scale?”, here’s the truth.
At the end of the day, it really doesn’t matter that much. I have read and
written countless article on measurement and in my opinion, there is
entirely too much focus on it. It is the focus on the tangible and easy
versus the intangible and hard that has made the issue of measurement such
an imperative. We need to focus on way to change human behavior. If you
boil it all down that’s what CX is all about; how do I get employees and
customers to behave, think, and feel differently? The measurement bit of
that help you figure out what to do and how well you are doing to meet that
goal, but the real hard work is in making it happen.

9.
Focus on the Story

Move from report cards to stories to have the maximum impact on your
organization. We are a story telling species. From the time we gathered
around the campfire all looking like Chris Cornell (god rest his soul) it
how we delivered wisdom. It’s the narrative, not the facts. That’s how we
relate, that’s how we determine what is important. Our modern brain
processes facts and figures and our primitive brain likes to think about
Bob and how he got screwed at the car dealership. It’s life. Stories
conquer fact, time after time. So let’s stop bemoaning that and get on
board. Stop presenting dashboards and start presenting narratives. Make it
personal. Make it an emotional. Create impact. You want to be heard, that’s
how you cut through the clutter.

10.
Good Enough is Good enough

What’s the best kind of dissertation? The one that is signed off and done.
If there is one thing I learned in my 20+ years in CX, is that good enough
is better than nothing. In fact, good enough is oftentimes much better than
perfect. Don’t strive for perfect, strive for completion. Minimal Viable
Product approaches have some real credibility and pragmatism to them; note
the term “viable” is the qualifier. It’s good to go out and experiment and
figure it out. It’s good to half a rough plan, but spend 10% planning and
90% doing. Don’t over complicate things. Try and keep it simple and keep it
fast. You will see results sooner (and get attention) if you don’t wait for
perfect and you go with good enough.

The Reboot

So those are some tips and tricks for re-envisioning your VOC program.
You’ll notice that most of the suggestions for your reboot are about
reframing what VOC is all about. Yes, it is about measurement, but that’s
one small piece. Driving communication, engagement, and behavioral change
is where the true returns are reaped. That’s just the beginning though. The
multiples come when the whole organization is pulling in the same direction
to make things happen. But that’s a topic for another day.