Why Implement a VoC Program?

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With rare exceptions, companies no longer have the luxury of competing on price or offering alone. Today, the great differentiator is the customer experience (CX).

Thanks to some great companies like Apple and Starbucks, customer expectations are at an all-time high. Each time a customer experiences your brand, whether it’s browsing online, speaking with an employee in person, asking a question on the phone, or asking a question via a mobile device, you have the opportunity to rise above the competition. Individually and collectively, these CX “touchpoints” can be linked with financial and transactional metrics to show how they impact the key drivers of your business results.

Each one of your business customers has a secret life as a consumer. In that realm, they expect a personalized customer experience delivered by favored vendors who shower them with personalized messages, lavish them with incentives, and constantly ask how they can do better.

When these consumers become your business customers, they bring these same heightened expectations. In the Age of the Customer, simply delivering a great product or service isn’t good enough. And because the lifetime value of each business customer is exponentially greater than a consumer, the stakes are even higher, requiring you to understand the key drivers that keep your customers returning.

Customer Experience: The Great Differentiator

sales@inmoment.com • 1-800-530-4251 • © 2015 InMoment, Inc.

Feedback from All Fronts

The mantra of success in B2B is simple: “Reduce churn. Acquire new customers. Boost revenues.” Your organization’s success, or failure, is determined by the experience your company offers your customers. And while no single individual “owns” the customer, every person in your organization can own a moment of interaction that offers the opportunity to delight or disappoint the customer. The culmination of these transactional and relationship interactions is created over time and makes up the customer experience.

Transactional interactions happen during sales, service, implementation, and day-to-day use of your products and services. Relationship interactions with a client are multifaceted, involving a network of stakeholders in varying roles. The one thing each stakeholder has in common? Their success depends on your business delivering an ever-increasing level of value to their business.

Voice of the Customer (VoC) feedback solutions provide vital insights explaining the cause and effect of customer perceptions. The best technology platforms automatically aggregate and analyze all customer stories to reveal opportunities for improvement in full detail—advising for issues at specific times of day, geographical locations, demographics, languages, and other defining parameters. These platforms can also tell you what you’re doing well and why your customers love your brand.

One customer defection has the potential to rock your business, so you can’t afford to let any insight go unused. A VoC program tuned into multiple stakeholders with diverse roles can provide vital understanding for meeting expectations—for years to come.

sales@inmoment.com • 1-800-530-4251 • © 2015 InMoment, Inc.

Connect at Every LevelBehavioral and operational changes don’t start or end with a single person or department. They happen at every level of your organization—all the time.

Each management level plays a specific role in your brand’s customer experience and requires information that applies directly to their level of responsibility to drive positive change. Without a clear line of communication to each management level—and a clear expectation of where each manager’s responsibility lies—the consistent delivery of the brand promise you strive to deliver to customers will fall apart.

VoC programs connect everyone, from account managers to C-suite executives, to the perceptions of their customers. They account for the diverse needs of each stakeholder and deliver actionable customer feedback reports monthly, weekly, daily, and in real time.

InMoment offers omnichannel engagement and collection methods that fit your organization’s needs—and your customers’ preferences. Whether through web, mobile, telephones, or social media channels, our tools locate the right people and processes, solicit high response rates, and gather relevant data that can change the way you run your business for the better.

sales@inmoment.com • 1-800-530-4251 • © 2015 InMoment, Inc.

A New Competitive Battlefield

A New Competitive Battlefield

If you are committed to listening to your customers, you should also be committed to acting on their feedback. In terms of your organization’s customer experience initiatives, this means possessing capabilities like ad hoc surveying and panel management. Only a well-built and well-executed VoC program will get you the results your business and your customers deserve.

“The importance of customer experience is on the rise. . . . Growing competition and consumer power has eroded traditional product-based advantages, forcing organizations to shift to this new competitive battlefield.”(Gartner, Importance of Customer Experience Is on the Rise; Marketing Is on the Hook, September 2014)

The livelihood of your organization depends on its ability to distinguish itself from the competition. The question shouldn’t be whether or not you should differentiate through the customer experience, but what action will you take to accomplish this feat.

sales@inmoment.com • 1-800-530-4251 • © 2015 InMoment, Inc.

InMoment helps businesses improve customer retention and increase profits through listening, understanding, and sharing customer stories. Our Voice of Customer (VoC) solutions arm brands with real-time, actionable insights for customer experience (CX) improvement at all organizational levels.

We are a full-service partner, providing leading-edge technology, strategic guidance, market insights, predictive analytics, dashboard reporting software, and an unparalleled social media advocacy solution to more than 300 top brands. Our international presence covers more than 90 countries and 45 languages.

sales@inmoment.com1-800-530-4251

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Copyright © 2015, InMoment, Inc.