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In this video, we will cover off eight points to consider when planning how to harness VOC (voice of customer)

What is Voice of customer?

Voice of the Customer, or VOC, is a research method that’s used by businesses to describe the needs and requirements of their customers.

This process captures everything that customers are saying about a business, product, or service and packages -and collates the information into an overall understanding of how the brand is perceived. Companies use VOC to visualize the gap between customer expectations and their actual experience with the business.

How can you collect the right feedback?

When looking at VOC you need to get a completely unbiased view of every area of your business, so will need to plan out how and where you can collect the information and how you will distribute and manage any action points.

1) Customer Interviews

Interviewing customers is the traditional technique for collecting VOC data. It is commonly used to understand a particular customer point-of-view regarding product or service issues, overall performance and key metrics. You can choose to interview either a particular customer, or for a group of customers with some common attributes.

2) Online surveys

Online customer surveys housed on your website, will allow you to ask question of your customers in action! Whilst they are actually using your website or tool. But you need to balance your questions and the length of your survey to make sure you do not impose on the customer, as pop-ups can become very intrusive especially if they are a distraction from why they are visiting in the first place.

3) Live chat

Some companies have separate live chat operators for new prospects and customers, if you can identify between the two as they arrive on your site, then you can use this great communication tool as a source of VOC data. Ask a mixture of multiple choice, on-a-scale and open questions to fully understand how your customer perceives your brand.

4) Social media

Social media can be king when it comes to customer feedback. It allows you to communicate directly with the users of your product/tool. You can engage in a real-time discussion with your customers, whether on a publicly in your feed or through direct messaging, you could even create a group to have an online forum for a focus group.

Social Media allows you to quietly listen in on conversations about your brand, giving you feedback without having to ask for it. This overheard data can be a lot more powerful and honest, you can follow trends and topics and choose whether or not to engage.

5) Website behaviour

You can monitor website behaviour by using tools such as Hotjar, Lucky Orange and even Webeo! Look at how your customers interact with your tools, features and product. Are they taking the journey that you expected them to or are they skipping steps or taking longer routes to the final goal.

6) NPS

Net Promoter Score (NPS) is a management tool that is used to measure the loyalty of a company’s customers. NPS is now seen as a standard in Customer Experience and feedback and can give you great feedback on who is promoter or a detractor for your business.

NPS gives you quick and reliable feedback from customers. The way the system works is easy. Customers need to answer this simple question on a scale of 0–10:

“How likely are you to recommend our company to a friend or a colleague?”

7) Call recording

Listening to how your customers talk to you on the phone can provide great feedback. The calls will provide you with examples of customer frustration and real praise for your staff. If you keep historical call data this could also give you great detail about how customers feel about your brand at different stages of their cycle and journey.

8) Online reviews

Your online reputation is decided by the total number of instances you appear online, not just what you post on social media or on your website – including online reviews. It is essential to understand the impact online review sites like Google reviews, G2 Crowd, Finances Online, TrustRadius, TrustPilot and Capterra have on your business – and how you can utilize reviews to earn your online reputation.

86% of visitors hesitate to purchase from a business that has negative reviews online. With such statistics, it is crucial to not just ensure positive reviews, but to also handle negative reviews well.

A successful VOC program will provide you with all the insights that you’ll need to understand customer preferences, problems and complaints. However, it doesn’t end there — it’s just the tip of the iceberg.

• Focus on quantitive data
• Don’t make assumptions
• Map out every stage of the users journey and plug any holes in data
• In-depth knowledge of your user’s journey and customer lifecycle is a must.
• Use historical data
• Leverage analytics tools like Google Analytics to add to your understanding

I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.

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