Organisations may hear many voices (Customer, Business, Employee, and Process), but the voice of the customer (VoC) is the driving voice as to what should be important to the organisation and what the organisation should focus on.
The satisfaction of the VoC needs to be balanced against the Voice of the Business, Voice of the Employee, and Voice of the Process but is still the dominant voice. VoC, is the organised preparation of straightforwardly requesting and gathering the particularly expressed needs, desires, and execution encounters of the client around the items and/or administrations you’ve given to them.
It helps to portray the in-depth process of capturing customer’s desires, inclinations, and aversions. Customer needs can ordinarily be classified as being related to quality, cost, security, benefit, and conveyance — and, increasingly habitually nowadays, social obligation.
It is the fulfilment of those needs that ought to drive the organisation. The challenge is how an organisation assembles and synthesizes all the voices, numerous of which may be in strife with each other. Understanding and properly responding to the voice of the customer is the primary determinant of the long-term success and survivability of an organisation. There are a number of methods by which an organisation can collect and understand what the customer is telling them.
There are a number of ways an organisation can capture the VoC. Among them are:
- Feedback (CSAT, NPS, CES scores)
- Complaint data
- Customer support team
- Sales team
- Existing company data
- Industry data
All these ways are great microphones for VoC. Most of them can be gotten in one platform; customer experience software. AlphaCX is a customer experience software that offers features that aid survey, feedback, and collection of data for listening to the VoC.
Unless both the organisation and the customer characterise what is critical in the same way, they may be conveying items and benefits that do not esteem the customer’s needs. There will be conflicts, and there will be some tough decisions to make. But, there is no choice, because if the organisation fails to fully understand the VOC, they will become a target for their competition — and the company that responds and listens the best will come out on top.