Voice of Customer -- creating a program

Anita Toth

@Gurdev Anand asked this question in the  Voice of Customer thread  "how does a business take feedback through email, phone conversations, support cases, surveys etc and funnel it into an efficient program?" I'm wondering this too.

What do you do with all this data? 

Scott Morgan

We use a program called uservoice to manage the topics and use cases. UserVoice may be better to manage use case organization. Before that, we would manually organize the information into categories. Then monthly present the information across the teams to drive PD, Marketing, Sales, .... Now it is more realtime and we follow up with the customer sooner and push there use cases quicker.

Anita Toth

@Scott Morgan  I haven't heard of uservoice. How long ago did you purchase it? And would you have purchased it earlier?

Ankesh Agarwal

The fundamental process is simple and you can use any VoC software - most of them will cater to these use cases. We help our clients with Medallia/ Qualtrics and a couple others. The key things to ponder upon are..
1) How near real-time you want this feedback, fresher the better. And that will depend on the tool/ your IT team's capability of doing integrations
- Direct through POS/ CRM/ Central dB where the transaction resides
- Batch processing through a file drop at a secure location
2) Data usage - What hierarchy do you want the info to percolate and whether the tool supports differential data window access..
3) Close the loop functionality  - Consumer feedback is useless to gather if we are not taking action on that - rather not collect instead...

Anita Toth

@Ankesh Agarwal This is great info! Quick Q about closing the loop. Do you close the loop with the customer too or just internally? 

Ankesh Agarwal

@Anita Toth Closing the loop is a holistic process. You close the inner loop with customers foe any immediate fire, which is supported by internal processes and multiple teams many a times..
While the  outer loop is looking at the trends on a longer term basis, and identify root causes for recurrent issues.. With these the internal processes are to be fine tuned/ changed, people aligned to make the permanent fix better..

Brian Hartley

@Anita Toth we used it at my current company before moving to SFDC Service cloud.  

Anita Toth

Thanks @Ankesh Agarwal. I'm considering the value of closing the loop somehow with survey respondents. Just mulling over some thoughts here so nothing is concrete or particularly well developed.

I've filled out so many surveys over the years and haven't heard back at all whether my input made a difference or was even noted. That lack of acknowledgement has jaded me. I really don't want to fill them out to 'help us serve you better'.

But I do want to close the loop, even in a small way. So, here are my thoughts:

1) how could a company close the loop with non-NPS, CSAT or CES surveys that let's them know their voice has been heard?
2) is there a quick way to close the loop with NPS, CSAT or CES that isn't fire fighting but more general in nature?
3) is there even value in doing this?

Curious to your thoughts.

Ankesh Agarwal

Hi @Anita Toth,

Very valid PoV, if I get to hear back from a brand - then of course I am encouraged to contribute more and participate in future.

1) how could a company close the loop with non-NPS, CSAT or CES surveys that let's them know their voice has been heard?
The feedback can be voluntary where the customers can come to a brand or it can be a brand what reaches out to them for their opinion possibly through a survey.
Now, the feedback can be of various types - viz. a complaint or a query or a suggestion maybe.
Complaints/ Query are clear - Resolve and communicate.
Suggestion - Acknowledge, thank them for the same (Can have fixed templates to increase efficiency).

2) is there a quick way to close the loop with NPS, CSAT or CES that isn't fire fighting but more general in nature?
Some hacks:
- Classification segregation by the customer citing the urgency can be the first thing
- Allocation of people reverting to urgent/ non-urgent queries (e,g, bank have a kind of hotline for card blocking vs a general IVRS/ line for other queries)
- Automatic acknowledgement and promise for a "human" revert within xx hours depending on the urgency
- Templates for specific types of queries

3) is there even value in doing this?
Well, this is the crux of CX, get feedback - Action it - close the loop - make a customer feel valued - get repeat business/ more wallet share and Word of mouth for new customers...

Anita Toth

Brian -- Just realized I missed answering your response! ?

Now that you've moved to SFDC Service Cloud, what was the biggest change you made in terms of collecting VoC data?  

Anita Toth

I'm loving this @Ankesh Agarwal. You've got me thinking now. Will have to develop and test. Happy to share results once they come in. ??

Brian Hartley

Hey Anita - admittedly we are still assessing and iterating. Nothing has changed quite yet.

--

 

Brian Hartley

Senior Director, Customer Success, RFP360

816.482.3795 | Request a demo

 

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Original Message:
Sent: 8/14/2020 12:18:00 PM
From: Anita Toth
Subject: RE: Voice of Customer -- creating a program

Brian -- Just realized I missed answering your response! ?

Now that you've moved to SFDC Service Cloud, what was the biggest change you made in terms of collecting VoC data?