Deploying a Voice of the Customer (VoC) Program

Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012

Deploying a Voice of the Customer Program

Valerie VogtDirector Strategic Consulting

Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012


In-Session Question #1

What level of Voice of Customer (VoC) program do you currently have in place?

a. We are learning about VoC b. We are developing a VoC programc. We have a manual VoC program in placed. We have automated tools assisting us with some of our VoC

programe. We have automated tools in place for gathering VoC results,

but manual processes for analysis f. We have automated tools in place for gathering VoC results,

and tools to assist in analysis

https://app.clickdimensions.com/mscrm/v2011/pages/reports/reports.aspx?accountKey=adaQRlkv2lES4fjndNx15m&id=%7B7143BA86-F44C-4CA2-A448-F1C1C927352E%7D&orglcid=1033&orgname=crmNAorg7dc99&type=10050&typename=cdi_postedsurvey&userlcid=1033


In-Session Question #2

What is the mix of structured versus unstructured feedback you analyze and share back with stakeholders in your VoC program?

a. 100% close-ended survey questionsb. Mostly structured feedback, with some use of open-ended and

unsolicited feedbackc. Balanced mix of close-ended survey questions along with open-

ended questions and monitoring of unsolicited feedback d. Mostly unstructured feedback, with some use of close-ended

surveyse. 100% of feedback is from open-ended questions and monitoring

of unsolicited feedback

https://app.clickdimensions.com/mscrm/v2011/pages/reports/reports.aspx?accountKey=adaQRlkv2lES4fjndNx15m&id=%7BAB16AEF4-56B9-49E3-94DC-A00F0EA23372%7D&orglcid=1033&orgname=crmNAorg7dc99&type=10050&typename=cdi_postedsurvey&userlcid=1033


Agenda

• What is VoC• Practical Applications• Case Studies


What is VoC


What VoC Means

Feedback

Solicited or Unsolicited

Structured or Unstructured

Direct or Implied


Components of a VoC Program

Listen

AnalyzeRespond

Culture

Discipline


Value of a VoC Program

Customer Experience

Company Culture Business Results


Owning VoC

Executive Sponsor

Centralized Team

Champion

Front-line Employees

Champion Champion


The Role of Voice of Employee (VoE)


What to ExpectResponse Rates are Tied to Relationship Strength

Current Customer20%-65%

Prospective Customer15%-35%

Lost Customer10%-30%

No Relationship

0%-20%

Employee60%-90%


Don’t Forget…


Who Should Have VoC Programs


Practical Applications: Listen and Analyze


Solicited

Survey Benchmark Repeat


Voice of EmployeeComment Box


iSurveyImmediate Survey Follow Up


Unsolicited


Excel Analytics for TwitterFree Download from Microsoft


BuzzientIntegrated with Contact Center

AnalyticsQueued Support


Speech Analytics

Real-time keywords and phrase spotting

Real-time monitoring, alerting, interaction

scoring

Keyword spotting reporting


Case Studies – Vocalabs


Vocalabs

Timely, actionable feedback Usability testing, continuous

survey program, and syndicated research

Peter Leppik, President & CEO

Computer tech support, wireless, retail, financial

services


Vocalabs Success Stories

C Spire center increased FCR

80-location retail chain doubled stores meeting satisfaction goals

National healthcare company used IVR to balance satisfaction and self-service


Putting This Information to Work

You need to start

Technology can help

Avtex can help• Customer Experience Optimization Offering• IT Assessment• Contact your Account Executive or

[email protected]

mailto:[email protected]


Questions?


Thank you!

Deploying a Voice of the Customer (VoC) Program

Technology

Transcript of Deploying a Voice of the Customer (VoC) Program