The value of cross-channel Voice of the Customer


Share on LinkedIn

A few years back, it seemed forecasters everywhere were predicting the demise of the call center as self-serve digital channels accelerated up the steep curve of early customer adoption. More recently, with the advent of automation in the form of Intelligent Virtual Assistants, natural language processing and other artificial intelligence-based tools, the extinction of the call center was revisited.

It is true that digital interactions are increasing. According to this 2018 McKinsey research, 48% of all customer care interactions will be digital by 2020.1 But another study states that a majority of consumers ranked speaking with a human on the phone as their preferred communication channel with a business.2 When you peel back the onion, it’s clear that digital channels and call centers need to work in concert to optimize customer engagement.

The convergence of digital channels and call centers are sure to delight customers, but it also represents challenges for organizations seeking to create a seamless customer experience across channels. It’s a long journey, and as organizations head down the path toward true omnichannel customer engagement, voice of the customer (VoC) plays a critical role in informing the process along the way.

The self-service world of digital is exceptional at delivering efficiencies on both sides of the customer experience equation. It helps customers interact with an organization quickly, and it helps organizations scale their ability to delight customers (while significantly reducing their cost to serve).

Unfortunately, if something isn’t working right for customers in a digital channel, that scale and efficiency can play the unintended spoiler erasing customer loyalty in an instant. Fortunately, many brand loyalists care enough to try another channel before switching their allegiance to a competitor, and the next channel of choice is typically the call center.

It is through these types of call center interactions that voice of the customer plays a critical role in maintaining a high quality and consistent digital customer experience. It’s no surprise that according to this Forrester Consulting study that 79% of digital leaders feel contact centers are important to their digital strategy.3

Today, call center solutions such as real-time speech analytics leverage advanced speech analytics engines to provide immediate access to voice of the customer and consequently real-time insight into emerging digital channel issues. For example, a leading personal lines insurer uses Verint’s real-time speech analytics to monitor a variety of critical business drivers, including the performance of digital self-service channels. By alerting digital stakeholders of emerging issues in their digital channels uncovered by monitoring and analyzing relevant call center interactions, the company is able to constantly monitor and improve their digital self-service experience. Improved customer engagement through their digital channels has translated into measurable business value as they have reduced monthly calls to live agents over 60%–value directly attributable to sharing voice of the customer data from the call center with digital operations.

Conversely, VoC data gathered via digital channels has an explicit positive impact on the call center experience. If a customer is satisfied or disappointed with a call center interaction, digital feedback channels are a handy way to share their sentiment about the experience, making it easy for call center leaders to prioritize and act on that feedback.

Less obvious may be the indirect, positive impact digital voice of the customer can have in the call center customer experience. Digital voice of the customer solutions can provide an early warning sign for organizations to help them react quickly to poor customer experiences by staffing adjustments, information sharing or contingency planning to mitigate the impact.

For example, a large financial institution leverages Verint’s digital feedback management solution as an early warning system to alert both digital and call center leadership of emerging account login issues on their website. These alerts allow the call center to proactively adjust staffing levels, distribute mitigation instructions and communicate resolution timeframes, even as the digital team races to diagnose and correct the issue. Sharing voice of the customer information gathered through digital channels with the call center adds immediate and demonstrable business value.

Many organizations currently collect voice of the customer on a per channel basis, but have not yet operationalized it as shared knowledge across their organization.

To find out more about the benefits of sharing the voice of the customer across your organization, download Verint’s eBook 8 Ways Disconnected Customer Listening Leads to Negative Business Outcomes.”

This blog originally appeared on


McKinsey, Charting the future of customer care through a core optimization philosophy, Jeff Berg and Julian Raabe;

Verint, The Digital Tipping Point: How do organizations balance the demands for digital and human customer service?;

Is Your Digital Transformation Strategy Driving Seamless Customer Journeys?, a commissioned study by Forrester Consulting on behalf of Contact Solutions, April 2017;

Tim Whiting
Tim is VP of Marketing at OpinionLab, A Verint Company and a digital CX/Voice of Customer expert. He is a veteran technology marketing leader with 20 years of hands-on experience aggressively growing brands, leading dozens of product launches and driving significant revenue growth in highly competitive environments.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here