driving organizational change using voice of the customer - part 1
TRANSCRIPT
DRIVINGORGANIZATIONAL CHANGE USINGVOICE OF THE CUSTOMER
PART 1Don’t JustSatisfy,Delight!
Implemenng a Voice of the Customer program can give your business asignificant compe ve edge and improve your boom line immeasurably and it all starts with learning how to listen.
Don’t JustSatisfy,Delight!
The Voice of the Customer is all about listening to the customer and acng on what they are saying. However, to find out what your customers are saying, you need to speak to them. The most effecve approach combines quantave tools like surveys with qualitave tools like in-depth interviews.
Customer feedback is also an essenal element because it can give you a starng point for your research.
Don’t JustSatisfy,Delight!
UNDERSTANDING THE CONCEPT
OF
VOCDon’t JustSatisfy,Delight!
VoC refers to a certain approach to markeng and research methodology that achieves an in-depth understanding of the preferences and acons of your customers and prospects which can be used to create and implement very powerful markeng strategies to engage and develop relaonships with those cuscustomers.
Don’t JustSatisfy,Delight!
VoC consists of a number of steps, but the first one (and probably the most important) is to conduct VoC research.
Don’t JustSatisfy,Delight!
WHY CONDUCT
RESEARCH?
VOC
Don’t JustSatisfy,Delight!
“Think of your customer as your spouse: when you listen to what they say and act on it, life is great, but when you only pretend you’re listening, life gets really complicated and unpleasant.”
Don’t JustSatisfy,Delight!
• Tailor your products and services to fulfil customer needs and desires.
• Improve your boom line by increasing profitability.
• Learn what customers truly need and desire, not what your gut insnct tells
you they want.
• Discover the importance of every need and want so you can priorize them.
• Find new ideas because your prospects and customers can be an excellent source
of new concepts and soluons to exisng problems.
Don’t JustSatisfy,Delight!
CONDUCTING
VOC RESEARCH
Don’t JustSatisfy,Delight!
“Asking the right quesons and really listening to what your customers are saying is the key to successful VoC research. Hearing only what you want to hear is a recipe for disaster.”
The key to successful VoC research is asking the right quesons. Many companies resist the idea of VoC research because they think their customers won’t tell them the truth – that they’ll say one thing and then do something completely different.
Don’t JustSatisfy,Delight!
Effecve VoC research starts with quantave tools like online surveys but digs deeper withqualitave tools like in-depth interviews.
Ideally, you would start with online surveys and customer feedback, based on which you can dig deeper through in-depth interviews. However, before you do survey your customers, you need to establish the right objecves for your research. As without clear objecves it will be hard to ask the right quesons.
Don’t JustSatisfy,Delight!
A
QUICK LOOK AT
INTERVIEWS
IN-DEPTH
Don’t JustSatisfy,Delight!
In-depth interviews help you discover the “why” behind customers’ percepons, feelings and acons. And they oen allow you to discover issues and opportunies you might have never considered otherwise simply because interviewees are able to express themselves in their own words.
Don’t JustSatisfy,Delight!
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Don’t JustSatisfy,Delight!