25 common voice of the customer mistakes includes self assessment

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20 years ago at The Purdue University Center for Customer‐driven Quality, Dr. Jodie Monger (President and CEO) began working with contact centers to uncover and leverage customer experience insights to improve customer relationships.

Most often, contact centers contain the most abundant and richest source of customer experience business intelligence. Our primary mission is to collect, evaluate, and disseminate customer intelligence to assist the senior leaders in making decisions relating to the customer experience using leading technology and to accomplish this with no or little IT requirements.

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Customer Experience (CX) Voice of the Customer is Different than Market Research Voice of the Customer

25 Common CX Voice of the Customer Mistakes

When you have a sinus condition, you wouldn’t go to a chiropractor. While a chiropractor is talented when it comes to matters of the spine, he doesn’t have the skills needed to solve your sinus problem. An ear, nose and throat physician is perfect for your situation. When it comes to the Voice of the Customer (VoC), a term that describes the process of capturing customer expectations and preferences, a Market Research approach and a Customer Experience approach are different specialties just as a chiropractor and an ENT.

This self‐assessment focuses on identifying mistakes with CX Voice of the Customer measurement.




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CX VOC is Different than Marketing VOC25 Common CX Voice of the Customer Mistakes

A market research approach as it pertains to the VoC is to provide important key information identifying and analyzing the marketing need, size and competition. For example market researchers may try to identify what color to make this season’s washer and dryer by doing interviews at a local shopping mall. The most appealing color for customers means higher sales, bigger market share and a winning brand. The research in this case has little to do with how the customer experiences the relationship with the organization –the purchase, the service and support, the warranty, etc.

A customer experience VoC approach goes beyond the marketplace, goes beyond the strategic, and gleans tactical insights about how the customer is using the product and interacting with the company in person, on the phone or through electronic channels. Does the customer find value in the product? What drives the value proposition? Would they buy it again? Would they refer the brand to their friends or colleagues? Is the customer a brand advocate on the social networks? A customer experience VoC approach seeks to holistically validate the customer findings. Oh, and the WHY behind these critical metrics.









While the chiropractor and ENT are doctors, the methods employed and what they treat within the body are drastically different. Similarly, VoC market research and a customer experience approach are related in the discipline of research, but the results are as drastically different.

Are you afraid of going in the wrong direction? Do you need better VoC techniques to get better outcomes? If this ebook doesn’t get you all you need, get a free assessment today.

CX VOC is Different than Marketing VOC




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INTRODUCTION

The questions in the self‐assessment are designed to be a guide to identify the mistakes that create barriers to success in your CX Voice of the Customer insight generation.

Identifying mistakes is not providing a solution to your problem, but the awareness can lead to create a tactical plan to overcome the failures.

But, we have found that answering “YES” to these questions (answering “YES” IS A BAD THING) has often provided an effective a tool for diagnosis, as have lengthy explanations of the difference between market research and customer experience research.

We appreciate that the diagnosis of CX Voice of the Customer mistakes is a matter that must be very serious and very strategic.

Our hope is that the awareness generated from this assessment will help your organization develop better CX Voice of the Customer practices.

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You NEED Business Intelligence, with VOC

• A growing number of key decision‐makers need / want analytical capability • High‐risk with relying too much on “gut feel” • Time window for decision making and agility is shorter • Dispersion and decentralization of our workforce • “Most vital” business information not rapidly identified • Insufficient visibility into operational activity • Inability to identify and act upon business opportunities (revenue growth, cost reduction,

customer acquisition, etc.) • Poor understanding of competitive threats • Increased dependence on the performance of external stakeholders • Cyclical nature of our business (feast or famine)

Source: Aberdeen Group






2525

Instructions: Keep track of your “Yes” responses

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(1.) Do people question the accuracy of your CX VOC program and reports?


(2.) Do you find yourself saying, “But we’ve been doing this for several years,” when you describe your CX VOC program?

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(3.) Does your CX VOC program have lots of numbers (bones) and very little “customer comments” (meat)?






(4.) Does your CX VOC program use a categorical scale?

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This is our CIA (Customer Insights to Action) newsletter registration. Here is what you need to know…

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(5.) Was your CX VOC program constructed with the end in mind?

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(6.) Was Marketinga major contributor to your CX VOC program design?

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(7.) Do surveys comprise more than 75% of your customer experience interpretation?

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Analytics Dilemma

Source: ASTD-Feb 2010

McKinsey Global Institute projects that by 2018 – in only 5 years ‐“… demand for analytical positions could exceed the supply being produced on current trends by 140,000 to 190,000 positions”. Furthermore, they project “a need for 1.5 million additional managers and analysts in the US who can ask the right questions and consume the results of the analysis effectively.”

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(8.) Is your main mindset for your CX VOC surveys… “they have to be short”?


(9.) Are there concerns that results may differ by customer type?

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(10.) Have legal issues NOT been reviewed about applying your CX VOC results to performance and compensation?

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(11.) Is decision making about response errors MISSING in your CX VOC planning and management process?e Credit: the italian voice






(12.) Does your sample size prevent extrapolation to the population?

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(13.) Do you struggle to understand the causality of dissatisfaction?





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(14.) Do you have more filters than questions in your CX Voice of the Customer process?

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(15.) Do you think software is the answer for your CX Voice of the Customer program?

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(16.) Do any of your CX VOC questions contain the word “and”?

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(17.) Do you struggle to extract actionable information from your CX VOC program?

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(18.) Did your contact center leadership team design your CX VOC survey questions?

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(19.) Does every member of your CX VOC audience receive the same report?

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(20.) Does your CX VOC program mostly contain questions answered on a dichotomous scale?

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(21.) Does your CX VOC survey ask questions of your customer that you are unable to act upon?

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(22.) Does your data go directly from data collection directly to the reporting platform (without survey calibration)?

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(23.) Are you using only email surveys for your contact center CX VOC measurement program?

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(24.) Do any of your CX VOC questions contain the word “or”?


(25.) Are you unable to produce predictive models about the customer experience (CX)?

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(26.) BONUS: Is your CX analyst primarily selected because of the statistical skills?

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GUARANTEED VALUE

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We can guarantee value that software can not and WILL NOT.

Within six months of working with us, we guarantee you will experience a minimum 2% decrease in costs or an improvement in sales and a 10% improvement in customer experience scores or we will, at your option, accept the portion of those fees that reflects your level of satisfaction. Guarantees are based on project scale and scope and will be outlined prior to the start of your project.

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Number of “Yes” Responses:

0‐2: EXTRAORDINARY and rare 3‐6: BEST of the best, a role‐model7‐11: ABOVE average, keep striving12‐16: AVERAGE, yet high competitive risk17‐20: RISK of business failure21‐26: GET OUT of there

Get the assessment as a

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Total your Score

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…to learn how the data scientists at Customer Relationship Metrics can help you to overcome your customer experience data dysfunction.

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STOP, BEFORE YOU PASS UP ON YOUR CONSULT, ASK YOURSELF THESE QUESTIONS:? Is what we are doing now setting us

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standing still and get passed by?

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25 common voice of the customer mistakes includes self assessment

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