Why a VOC program is necessary for B2B SaaS Company ?

Nandkishor Tripathi

We all understand why listening to customers are important as it helps to better understand customer needs and their sentiments. Taking actions on customers feedback helps in reduced churn, increase revenue, build better products, growth outcomes, promote brand advocacy, loyalty, build customer centric culture and many more.

And what stage someone should initiate to build it?

I think as soon as we have thought of our idea about the market / customer needs and started thinking about creating customer fit product, we should also start thinking to create the blue print of VOC mechanism to keep it in place to listen and act. The sooner the better as listening in your early stage of startup gives you a lot of feedback that really help to make your product better.

What are other thoughts and recommendation we can suggest to a growing B2B SaaS to get their management buying as to why they must have a VOC program and when they should start thinking about it? 

Matt Vadala

@Nandkishor Tripathi here is a great resource starter toward building out a VoC program and the benefits of doing so alongside the pitfalls of missing out: https://signalvoc.frame.ai/blog/recap-voc-for-a-customer-first-culture-with-kristi-faltorusso 

Nandkishor Tripathi

@Matt Vadala Thank you for the resource. It's great to get hear Kristi's thought and I am totally in with Customer-First Culture.

Jason Viglione

I agree. Customers are always giving us feedback. It's on us to listen. And it's important to start listening from the beginning. Too often we wait until we're ready to launch a formal program before we listen. I think that's unnecessary. Start now. Iterate. Refine. Don't let that go to waste.

Matt Vadala

Can't wait to hear your upcoming thoughts on this, @Jason Viglione 

Jason Viglione

Ah cool. You're signed up for the webinar?

gurd3v

Listening to your customer is important to 1) listen to potential revenue opportunities a customer may be providing you with in the form of feedback and 2) make sure the customer know you're always innovating to stay ahead of the curve

In my opinion, a VOC program should start right out of the gate, though it doesn't need to be overly complex. 

A question I have is how does a business take feedback through email, phone conversations, support cases, surveys etc and funnel it into an efficient program? 

Anita Toth

Good question. I'm always wondering about a central repository for customer feedback where many teams can access the data (marketing, product, sales especially). I still haven't come up with anything that isn't cumbersome or too simple. 

Nandkishor Tripathi

Hi @Jason Viglione Can you please send me details to jon webinar, if I can still join this.

Will Pagden

@Nandkishor Tripathi - We talk a lot about VoC programs, I am also guilty of using this phrase.

One thing I have tasked myself with is to stop referring to it as a program. In my company I am driving the phrase "Voice of Customer Mindset". I dont want my team referring to a page within a tool where they see the "VoC program" results. Every interaction should be considered a chance to listen and take on the feedback of our customers. Yes a program might come after and be a place to store, analyse and take actions on the data but fundamentally we need to be open to listening to the voice of our customers before we can develop it further.

Nandkishor Tripathi

@Will Pagden I couldn't agree more to your thought on "Every interaction should be considered a chance to listen and take on the feedback of our customers". In-the-moment experience is something that delivers the greatest results and if its rotten then it is of no much use.

For VOC program I agree with @Gurdev Anand that it should start right out of the gate and upgrade as your cx practice gets mature over period.

 

@Anita Toth central repository is one of top challenge for organizations. In my experience with organizations has used their tech stack (CRM) they are using to keep all information at one place. Hubspot, Salesforce are the once used by most of the organization.

Organizations are capturing customer feedback using CX platform like qualtrics, medallia, surveysensum and integrate with their CRM.

Create custom dashboards to see all the information at one place and do filters as required to deep dive for actionable Insights.

Jason Viglione

Yes, of course. Here is the landing page with details and signup. https://signalvoc.frame.ai/the-role-of-support-in-voc

Hope to see you there!

Anita Toth

Thanks so much @Nandkishor Tripathi. I guess it depends on what they want to do with the data and how much data they collect that determines the system.