How to use VoC insights to deliver superior products and services, and improve customer experience in the process.
How are your products and services developed? Based on third-party research? On gut feelings? Or on what customers are actually telling you they want?
Often, saying “Listen to your customers” is easier than doing so — especially at scale. Many companies attempt to uncover Voice of Customer (VoC) insights using solicited feedback, such as surveys or focus groups. Yet, with survey response rates usually reaching only single digit percentages, these approaches only address a fraction of the potential universe of customers from whom you could be learning.
It’s important to consider all the channels through which customers are providing feedback, including when you aren’t actually asking for that feedback. Consider, for example, the conversations that happen in your contact or customer service center every day. Customers are regularly contacting you and explaining how a product didn’t work or when a service didn’t meet their expectations. What if you could tap into those unsolicited interactions and consider them alongside your survey or focus group efforts?
It’s these types of insights that have the potential to create a powerful feedback loop between your product teams and customers, and being able to inextricably link product experience and customer experience. Capturing and analyzing all this feedback can help you:
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