7 Secrets of VoC Success with Bruce Temkin


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How would you rate the results of your voice of the customer program?

12%

1%

4%

14%

56%

12%

It's too early to tell

Very unsuccessful

Somewhat unsuccessful

Neither successful or unsuccessful

Somewhat successful

Very successful 68%

Base: Organizations with $500 million or more in annual revenues Source: Temkin Group Q3 2014 CX Management Survey


Elements of VoC rated as good or very good


22%

30%

37%

41%

70%

Reviewing implications that cut across organizations

Making changes to the business based on the insights

Developing actionable insights from the data

Sharing feedback across the organization

Soliciting customer feedback


Stages of VoC Maturity

Stage 1: Novices

Stage 4: Collaborators

Stage 5: Transformers

Stage 3: Analyzers

Stage 2: Collectors



Stages of VoC Maturity

9%

41%

39%

8%

3%

Novices

Collectors

Analyzers

Collaborators

Transformers

Stage 1: Novices

Stage 4: Collaborators

Stage 5: Transformers

Stage 3: Analyzers

Stage 2: Collectors



Memorize this mantra…

Customer feedback is cheap Actionable insight can be valuable Taking action on insight is precious


VoC Success 7 Secrets


1)  Treat insight users like customers


1)  Treat insight users like customers

• Who are the target users of the insights? • What are the key decisions they need to make? • What insights will help them make better decisions? • What format and timing will of the insights will they most likely use?


2) Close a lot of loops


2) Close a lot of loops

þ  Respond to customers who give feedback, service recovery after a problem

þ  Identify and act on quick hits

þ  Fuel a continuous improvement process

þ  Maintain a list of top issues

þ  Let customers know that you’ve heard them and are working on their feedback


3) Look beyond multiple choice surveys


3) Look beyond multiple choice surveys

10%

23%

23%

21%

28%

31%

29%

32%

24%

39%

44%

48%

41%

39%

43%

42%

51%

36%

29%

28%

29%

29%

26%

25%

Multiple choice surveys of customers

Content of contact center interactions

Feedback via mobile phones

Front-line employee feedback

Social media conversations

Open-ended verbatims from customers

Customer interaction history

Predictive analytics

Significantly MORE Somewhat MORE About the same LESS


How much more or less important will these sources of customer insights be in 3 years?


4) Shift from fixed to variable listening posts

Variable

Fixed


4) Shift from fixed to variable listening posts

Variable

Fixed

Variable

Fixed


5) Avoid the blinding power of averages

76% 76% 75% 76%

60%

65%

70%

75%

80%

85%

90%

Q1 Q2 Q3 Q4

Average


5) Avoid the blinding power of averages

76% 76% 75% 76%

60%

65%

70%

75%

80%

85%

90%

Q1 Q2 Q3 Q4

Segment A

Segment B

Segment C

Average


6) Stop ignoring non-customers How effective is your company at measuring these

customer experiences?

1%

5%

13%

11%

14%

8%

10%

27%

31%

35%

21%

26%

32%

35%

32%

69%

59%

29%

23%

20%

Prospects who are not yet customers

Customers who have defected/left

Long-term customers that have not recently renewed or

New customers

Customers that have recently renewed or purchased more

Very good Good Okay Poor/very poor

Base: Companies with annual revenues of $500 million or more Source: Temkin Group CX Management Survey Q4 2014


7) Share compelling stories, not data

“Why was Solomon recognized as the wisest man in the world? Because he knew more stories (proverbs) than anyone else. Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories.” —Alan Kay, vice president at Walt Disney


7) Share compelling stories, not data

<25% discussing data

“Why was Solomon recognized as the wisest man in the world? Because he knew more stories (proverbs) than anyone else. Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories.” —Alan Kay, vice president at Walt Disney


1.  Treat insight users like customers 2.  Look beyond multiple choice surveys 3.  Close a lot of loops 4.  Shift from fixed to variable listening posts 5.  Avoid the blinding power of averages 6.  Stop ignoring non-customers 7.  Share compelling stories, not data

VoC Success 7 Secrets


Memorize the mantra…

Customer feedback is cheap Actionable insight can be valuable Taking action on insight is precious


Thank you!

Bruce Temkin CX Transformist & Managing Director Temkin Group www.temkingroup.com Blog: ExperienceMatters.wordpress.com Email: [email protected] Twitter: @btemkin Chair, CXPA.org


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7 Secrets of VoC Success with Bruce Temkin

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Transcript of 7 Secrets of VoC Success with Bruce Temkin