Every day, Australians are interacting with local and international businesses. These interactions, regardless of their size, have a direct impact on your products and services. Customers will engage with your business online, through social media and other channels, which might influence the way others see your business too. Therefore, the voice of the customer is constantly speaking volumes, but only a few businesses are truly listening to these words and doing something about customer satisfaction.
You’re probably working incredibly hard to receive feedback and put it into play, but if you’re not utilising a voice of the customer (VoC) programme to gauge expectations, you’re missing a plethora of important cues. Here are some ways to capture the voice of the customer and truly understand how satisfied your customers are:
1. Focus on the buyer’s journey, not just one segment
The voice of the customer echoes through the entire journey, not just when they reach the destination. You should be interacting and gathering data from customers as they move along the funnel, from the moment they visit the website, become a lead, convert, and beyond. In other words, this goes beyond sending a single survey about the experience using the site. The voice of the customer is the only way you can receive real-time criticism on your website, products and/or services.
Since VoC is going to give you immediate insight, you should incorporate analytics to see the audience’s behaviours, check out the competition and how they work with their customers, monitor website usage, and work with your customer service representatives. Ensure the website and the people who are answering phone calls are focused on quality assurance. Develop a seamless journey that moves the customer from one place to the next while giving them the chance to say, “this is good,” or “this is horrible” at any point.
2. Place equal focus on email, web chat, and social media
The voice of the customer is not always vocalised. Today, customers have multiple channels to voice their opinions to thousands of people. Consider every customer engagement platform available. Now, think about the ways you can use those platforms to encourage customers to give you honest opinions and engage with your sales team.
You should be focusing on contacting and creating relationships with the customer through web chat, phone calls, video messaging, social media, emails, blogs, and other content. These platforms should support both traditional and modern communication trends.
3. Give immediate responses to poor ratings
You should have a system where a response is given whenever a customer’s gives your services a poor rating. Real-time responses show two things: initiative to right the wrong and deep concern for the overall experience. Even if that single customer is too far displeased to ever give you their business again, another potential customer will see this acceptance and attempt to comprehend why the rating was received as a good thing. It shows you care. Additionally, studies have shown that when a company reaches out within a short span of time to resolve whatever caused dissatisfaction, customers are happier than those businesses that don’t implement this practice.
4. Assess your company’s culture
Are you honestly focused on your customers? We can all say that we’re concerned about what the audience thinks of our company image, but that’s not always true. You need to sit down and assess your company’s culture to understand if customers are more than just a side note in company policy. When a business is not trying to promote a wonderful customer experience, they fail to deliver exceptional customer service. Furthermore, employees aren’t motivated or empowered to care about the customers, creating a poor work environment and a strain on the overall progress of your business.
5. Make sure your systems aren’t hindering satisfaction
There are two kinds of systems at work that can negatively impact the customer. First are the people who personalise the experience. Next is the computer programmes that limit your overview. Every employee should understand how to use the technology you are incorporating to gather information, and they should understand sales and how to advise. How are your sales representatives and customer service advisors handling situations? Are they being empathetic to pain points? Are they recommending the right things? Does the CRM you use assist or hinder business insights and analytics? Can you see the history of every customer? Are employees being flexible, or are they compensating for something that they don’t understand how to do?
6. Measure results
Even if you have a voice of the customer programme in place, are you using the results effectively? To make the programme successful and increase customer satisfaction, you need to measure the results accordingly. Over time, the data you receive from these insights, such as conversion rates, traffic, a progression of reviews and ratings on platforms like Yelp and Google, and so on and give you a clear picture of how and where to make changes. Always stay tuned to Customer Lifetime Value and Customer Retention Rates, which give a clear picture at how well you are listening to the voice of the customer.
Many Australian businesses know that customer satisfaction is integral to improving their business, but few have yet to consider the voice of the customer. By implementing a “voice of the customer” programme, you can better meet the demands and expectations of the audience. This can be done a variety of ways, like those listed above, such as surveys, complaint logs, and accepting direct feedback. Focus on the customer, and you will find that your company will improve and evolve over time.