In my last blog article I discussed the effectiveness of Voice of the Customer (VOC). Now let's turn our attention to a quick overview of techniques that can help you improve your bottom line.
Voice of the Customer Techniques
There are many VOC techniques, but my favorites are: customer interviews, focus groups, observation, informal conversations, and customer surveys. Let’s briefly dive into each of these.
These are one-on-one conversations with customers that use a pre-determined interview guide that often take place at the customer site.
Focus groups involve a collaborative experience with a small group of customers so that feedback can build upon each other’s input.
Also known as Ethnographic Market Research (EMR), this involves interviewing and observing the customer while they interact with products.
This technically is not a traditional VOC technique, but how many of us have amazing conversations with our clients and we forget to document what we've learned? One client of mine made it a standalone model in their process, since they want to ensure they capture important content from these conversations.
I’m sure we’re all painfully aware of surveys, but they can be a quick and dirty way to gather feedback from customers.
How Can VOC Improve My Bottom Line?
Now you may ask, this information is all well and good, but how can these techniques help me?
In a nutshell, companies with VOC programs outperform all others across many categories, including increased revenue and customer win-back rate. Although these techniques are often used as standalone approaches, they are most effective as building blocks in a complete VOC program. When used in the context of such a program, every customer-facing employee has the ability to gather customer feedback across many different channels. As companies consistently gather, analyze and put this feedback to use, they are empowered to create products and services that customers want and expect. When that happens, companies can’t help but improve their bottom line!