In this article you will find out:
- How to get started with your Voice of the Customer work.
The most important steps to get started with your Voice of the Customer work
We at Quicksearch believe that the secret to success in business and business is what others say about you, both customers and staff. In addition, we have learned during the journey that a survey does not do the job. On that road it is.
Is it a new way of working for the organization? Then our recommendation is that based on the customer journey and the needs that exist, you start one to two touchpoints so that it does not become overwhelming. Rather add on as you go.
Below we have made an overall checklist where we have tried to include some of the most important steps to get started with your Voice of the customer work.
Checklist for working with Voice of the Customer:
Define your goals with the NPS effort and how you plan to use your results. Make sure you have connected it with the company's overall goals and with the individual departments.
Don't forget that it is wise to work with more metrics than NPS and that you can measure all relationships and stakeholders that are important to you and your business, such as distributors, partners, retailers, etc. Our recommendation is to measure where it is needed in the customer journey and in the way that creates the most value for the customer and the organization. Do it properly and ensure that the management team is behind the work. It is long-term work that, just like with all change work, will require time, patience and that it is prioritized over time.
Define your goals with the NPS effort and how you plan to use your results. Make sure you have connected it with the company's overall goals and with the individual departments. Read more about how to choose the right KPI to measure customer experience
Define how often you plan to send out NPS questions and to which customers you will send them. Read more about NPS and how to calculate it
Choose a customer feedback tool that fits your needs and budget. Manual or automated mailings? Relationship- or/and transaction-based? Should I be able to track the customer through different Touchpoints and over time? Do I want to create the surveys myself or with the support of a supplier? Will QR codes be needed? Do I need to hire a project manager? Dashboard or report? Support for closing customer loops? Should the tool work with all OMNI channels? Read more about switching customer survey platforms
Create a simple and short question that can be easily answered by customers. Here, the hygiene requirement is that there should be responsive questionnaires that are suitable both in e-mail, SMS, toad etc. The trick is not to fall for the temptation to ask about things that "would have been interesting" to analyse. Don't ask about information you already know (gender, age, country, company, amount spent, which services or products this person bought. Also don't ask about the parts you won't be able to act on.
The more advanced customer survey companies adapted for larger companies retrieve and enrich their customer feedback with relevant information from your various systems. They also bring back information to enrich, for example, sales systems, customer service, financial systems, BI systems, automarketing systems, etc.
Create a process to analyze and act on the NPS results from your Voice of the Customer work.
Create a process to follow up with customers who provide low NPS scores and try to understand why they are unhappy. In the long run, whether you have the resources or not, connect satisfied customers to various strategies and loyalty programs. If you want to take a further step, you can also adapt information, newsletters etc. to the different groups that are created with the customer feedback.
Make sure you have a dedicated person or team responsible for managing Voice of the Customer work. The NPS work.
Educate your employees on NPS and how it can be used to improve the customer experience. Each team will have different uses. For example, in sales and marketing, there is an incredible amount to use to increase organic sales, enter new markets, grow existing accounts, prevent churn, etc. Read more about how to grow organically
Create a process to feedback internally and to the customer what improvements you have implemented in your Voice of the Customer program. With Quicksearch customers, it has increased the motivation to answer the next survey. The commitment of employees to NPS work has also increased.
Continue to measure and analyze NPS results regularly to see how you can further improve the customer experience.
