[ whitepaper] building a voice of the customer programme for your company

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Building a Voice of the Customer programme for your company in the online channel

CUSTOMER EXPERIENCE

MOBILE USABILITY TESTING

Voice of Customer

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The challenge to offer the bestCustomer Experience

Having satisfied customers will result in an increase in sales, and vice versa.

It’s never been easier for your customers to share a good or bad experience which will have an influence on the purchasing decisions of their friends and acquaintances, or even people they don’t know who have read about the experience on social networks or seen their comments in other communication channels.

Companies today are faced with the huge challenge of generating a good customer experience across all physical and online channels.

Offering the best experience to keep customers happy has become a challenge which must be faced every day in order to achieve success in an increasingly competitive market.

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How to listen to your customers

It is very important to listen to what your customers are saying and in order to obtain this information you need to have a good Voice of the Customer programme.

Voice of the Customer (VoC) programmes will be one of the most important strategic investments for companies over the next five years.

Analysing customers’ opinions to find out whether they are satisfied with the service they receive, as well as determining whether they are receiving answers to their questions and solutions to their problems, is crucial for any brand.

Detecting trends among consumers will also enable organisations to better understand how their customers rate and use products in comparison to competitors’ products.

Without customers’ comments, a company will not have the means to successfully meet consumer needs. Products are therefore unlikely to be successful in the market.

VO

ICE OF THE CU

STO

ME

R S

UR

VEYS

WHAT DO YOUR CUSTOMERS THINK ABOUT YOU?

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COLLECTCUSTOMER FEEDBACK AND RATINGS

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MOBILE USABILITY TESTING

Voice of Customer

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The information and feedback that you collect from your customers is very useful for directing actions aimed at increasing your brand loyalty. And this will directly influence the customer lifetime value.

Implementing a good VoC programme will therefore not only help you improve your customer relations, but will also be reflected in your sales.

A good VoC programme

has a direct impact on your profit and

loss account.

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Why should you implement a VoC programme?

Because it has a direct impact on:

We need to identify our strengths and weaknesses as a company from a customer’s point of view.

If you measure it, you will be able to improve it.

Identifying how customers perceive your company allows you to create an overall strategy. You can then ensure that everyone in the organisation is moving into the same direction, helping you focus your efforts on improving customer experience across all channels.

Knowing what customers value about your company and what to improve enables you to understand customers’ expectations and empowers you to meet them.

What better source of inspiration than your customers? Implementing their suggestions by taking into account their comments will help you to better understand them and meet their needs.

Being able to solve customers’ problems through a personalised service and effective advice is a key success factor.

Determining your customer satisfaction

level

Knowing how customers behave

at different touch points

Defining your own strengths &

weaknesses

Being able to use ideas to innovate

your business

Answering queries and solving

problems quickly

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There are various techniques which will help us collect our customers’ opinions in the online channel:

Develop a good strategyWhen developing a strategy and programme to measure the voice of your customers, we need to consider the best set of tools and follow a number of steps and techniques.

1. We can intercept them when they browse any part of the website or application and ask them to answer a few questions.

2. We can also send them questionnaires by email.

3. We can add a feedback (or suggestions) tab to our website so that our customers can communicate with us whenever they wish.

4. Or we can intercept them when they exit a page so that they can help us understand the reason for doing so.

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How can you create a Voice of the Customer programme in your company?In this guide we will focus on obtaining customer feedback on websites and mobile devices

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DEFINIR OBJETIVOS

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Step 1

Define your goalsWhat information do you wish to obtain?

If you need to obtain as much information as possible on your customers, their behaviour, expectations and needs, you need to prioritise the information you wish to receive. You need obtain information, which offers you the most insight in order to offer your customers the best possible experience.

DEFINE GOALS

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1.Receive information on our customers

Who are they? What do they want? What do they like about you?

Information on:• Their demographic profile: age range, sex etc. • Internet behaviour: usage patterns, online habits (purchases, transactions, enquiries), how often

they browse the web etc.• Perception of our company vs the competition: which of the competition’s websites they visit, their

opinion of them, why they like the competition’s websites more etc.

There is a wide range of data that you can analyse according to the characteristics of your company.

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I run all my errands over the

Internet.I can’t live without the

Internet.

I love to shop online.

I listen to music online.

I spend 5 hours online

every day. I use the Internet

for Social Media.

DEFINE GOALS

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2. Determine yourcustomers’ objectives

Why do your website visitors visit your site? Do they come to shop or find information?

It is important not to take any user action for granted. We are immersed in a world where the incorporation of new technologies and changes in behaviour vary from one day to the next. It is therefore particularly important to find out how users behave and what they actually do on our website or mobile application.

Understanding what your customers do will enable you to improve.

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DEFINE GOALS

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3. Are users looking for something you don’t offer?

A frustrated user will never return to visit a websiteBeing aware that there are functionalities or information demanded by users which your website does not offer is something which can add a great deal of value.

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DEFINE GOALS

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4. Identify usability issues

Finding out where your customers are having

problems enables you to react quickly and improve

conversion rates.

VoC studies help identify whether your customers are having problems achieving their objectives.

The advantage of the study is that as well as identifying problems, it also enables you to find out whether these problems are minor (users being unable to continue with the action) or serious (users being unable to carry out the intended action).

VoC studies will help detect important problems such as:

Why do your website visitors abandon their purchase?

1. Whether your site navigation is easy-to-use and intuitive.

2. Lack of information: Whether you provide everything necessary in the product or service specifications, etc.

3. Whether information is presented in a clear and straightforward manner.

4. Perception: Whether your website communicates security and conveys your brand values.

5. Interaction problems, for example with forms, etc.

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DEFINE GOALS

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5. Know your customers’ level of satisfaction

A happy customer

is a customer who is loyal to your brand

and will bring you new customers.

Can you afford to have dissatisfied customers?

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Satisfying users is a prerequisite to achieving their loyalty. It is therefore highly recommended that you find out how your customers feel after interacting with your website.

In VoC studies the Net Promoter Score (NPS) is used as a measure of satisfaction. You can ask your customers whether they would recommend you to their friends or family and they answer by giving you a score of 1 to 10.

You can carry out a satisfaction analysis based on different profiles by filtering for new customers, regular customers, etc. The satisfaction of each target group is analysed separately, as their experiences, objectives and needs are very different.

DEFINE GOALS

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6. Collect multi-channel user information

Your customers communicate with you via their mobile, the website and physical stores. You need to understand the links created between these different channels.

Users go on to the website to get information before making a purchase in a physical store of the same brand or calling the call centre (Research Online - Purchase Offline).

To what extent do users behave like this? Why do they do it? This is some of the information that can be obtained through VoC studies.

New technologies have led to changes in buying behavour.

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DEFINE GOALS

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It is important to identify whether the user experience on your website has a positive or negative effect on the perception of your brand.

And to find out whether there may be problems in your customers’ experience, such as delivery costs, the range of products you have online or whether your website image is consistent with your brand.

It is necessary to identify these issues and find out how they affect your customers’ brand perception and their expectations in order to correct them. Thus removing conversion barriers and increasing sales.

7. Manage product and brand perception

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DEFINE GOALS

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8. Obtain answers for your web analytics data

A good VoC programme enables you to cross-reference your web analytics data against the questions that users have been asked.

By doing this you will obtain insight into why a product page has a high bounce rate due to the answers collected on the reason users have left the site at that point.

Let users interpret your web analytics

data

Combine quantitative and qualitative information

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DEFINE GOALS

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DEFINIR OBJETIVOS

SOFTWAREADECUADO

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8Step 2

Choose the right software to achieve your objectivesWhat functionalities do you need?The right software is a crucial element when you implement a Voice of Customer system in your company.

DEFINE GOALS

CHOOSESOFTWARE

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A mere online survey tool is not enough. You need to be able to intercept users at the start of their browsing experience, allowing them to browse the web and then asking them for their feedback. The tool should therefore have functionalities which guarantee the quality of the answers. For exam-ple, it should detect whether a user has browsed the website before they answer the questions.

Go beyond online surveys

A tool should adapt to your needsThere should be sufficient flexibility to design a questionnaire which meets the company’s require-ments, avoiding the need to use a predetermined one. It is also important for the tool to have a wide range of question types, as well as the logical capacity and conditions necessary to enable the implementation of a methodologically robust questionnaire.

Personalise your online surveys It is important for the software to allow the look and feel of the questionnaire to be personalised, so that users do not feel that the questions are being asked by an external person but that there is a dialogue which forms part of the experience with the brand and its image.

Conduct Mobile SurveysYour online survey tool should enable you to compile information on mobiles and tablets as well.

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An online survey tool should allow integration with Web analytics tools such as Site Catalyst or Google Analytics and tag management tools.

Integrate your survey data with other systems

When the aim is to understand customer experience, it is not only essential to use opinions but to analyse user behaviour, identifying where users clicked, which path they followed etc.

Receive objective user data

It should incorporate extra functionalities, such as:a. Multi-languageb. Ability to generate the questionnaire from an online platform: pausing it, changing the

interception rate etc.c. By using a single JS you can use the same code for different questionnaires

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DEFINIR OBJETIVOS

SOFTWAREADECUADO

INTERCEPTARAL USUARIO

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8Step 3

Intercept your website visitors

There are various points of contact during the online buying process at which you can ask your customers questions in order to compile the information you need.

INTERCEPTUSERS

DEFINE GOALS

CHOOSESOFTWARE

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The simplest and most commonly-used method. You intercept users on the homepage, compiling their different objectives (those looking for information, those looking for contact, those looking to buy etc.).

1. On the homepage

2. In sections or landing pagesCompile information on users who reach you through search engines which direct them to a certain page.

Or invite them to participate when they enter a particular section of our website (fashion, children, electronics etc.).

Decide where to intercept users

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3. Exit surveys

4. Post-buying experience

Asking users for feedback as soon as they leave a site will help you understand why visitors exit a particular page (registration, information, forms etc.)

You can compile information on your customers’ purchase experience by inviting them to participate from the purchase confirmation page or by sending them an email.

In a world where showrooming is continuously growing, mention should be made of the voice of customer techniques which are being developed in stores or incorporated into product packaging.

Using a QR code, customers access an online questionnaire in which they can give feedback from the store, or when they receive the product at home.

5. In-store surveys

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DEFINIR OBJETIVOS

SOFTWAREADECUADO


¿CUESTIONARIOSDIFERENTES?

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8Step 4

Find out whether you need different online questionnairesBefore starting to design your survey, you must define whether you have different customer profiles and different analysis objectives.

INTERCEPTUSERS

DEFINE GOALS

CHOOSESOFTWARE

SELECTSURVEY TYPE

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We can create a single questionnaire and divert our customers towards different questions according to the answers they give.

1. A single questionnaire using different logics

Your customers give you the most valuable thing they have: their time. It is therefore a good idea to be brief and ask no more than

15 direct questions which can be answered

quickly.

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2. Different objectives, different questionnairesGet the most out of your VoC programme by designing different questionnaires in order to obtain different information at each stage:

1. Look at the objectives of website visitors and their problems

2. Identify and study the profiles of visiting

users

3. Measure the level of satisfaction of the experience across all channels

4. Measue users’ post-buying

experience

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DEFINIR OBJETIVOS

SOFTWAREADECUADO



PREGUNTASQUE NO DEBES

DEJAR DE HACER

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8Step 5 10 questions you should always ask

1. What have you come to do on this visit?2. Do you think you have achieved what you wanted?3. What problems have you encountered?4. Have you made a purchase on this visit?5. What are your next steps?6. To what extent would you recommend this website/app to friends or family?7. Are you a man or a woman? 8. Can you tell us your age?9. Are you a customer?10. Is this the first time you have visited this page?

INTERCEPTUSERS

DEFINE GOALS

CHOOSESOFTWARE

SELECTSURVEY TYPE

ASKTHE RIGHT

QUESTIONS

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DEFINIR OBJETIVOS

SOFTWAREADECUADO




DEJAR DE HACER

INFORMACIÓN PARA LOS DISTINTOS PERFILES

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8Step 6

Share your insights with everybody at your company

A VoC programme generates valuable information for many of the people working at your company. It is important for you to define what will be of interest to each of them and the different formats in which you can give it to them.

INTERCEPTUSERS

DEFINE GOALS

CHOOSESOFTWARE

SELECTSURVEY TYPE

ASKTHE RIGHT

QUESTIONS

SHAREINSIGHTS WITH

YOUR COLLEAGUES

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They are interested in the success rate and the NPS.

This information can be automatically integrated into the dashboards or scorecards that they already use.

This is a good way of making the cus-tomer experience visible and increasing its relevance for the management team.

C LEVELUseful information for each company profile

Their interest lies in measur-ing a number of KPIs and their evolution over time.

They are interested in detecting any ac-tion which could be taken to improve the customer experience and the conversion rate of the online channel. It is useful for them to be able to access an online dash-board and a quarterly or four-monthly report which includes interpretation of the data and an action plan.

ONLINE MARKETING AND E-COMMERCE TEAM

They are interested in finding out the impact that changes and new designs have on the operation of the website and user satisfaction.

A VoC programme can be used to provide answers to the questions asked as a result of changes in the design: What effect has the new product page had on users? How has the change in the information architecture affected the user success rate?

They need to understand the reasons behind the data they analyse.

A VoC programme enables them to obtain answers and cross-reference qualitative data against their web analytics data.

They are interested in direct feedback and suggestions from users.

The information compiled through a feedback tab is very useful for these teams as it enables them to detect actions for improvement.

DESIGN AND IT TEAM

WEB ANALYTICS MANAGERS

SUPPORT TEAM AND ACCOUNT MANAGERS

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DEFINIR OBJETIVOS

SOFTWAREADECUADO




DEJAR DE HACER


VÉ MÁS ALLÁDEL VOC

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8Step 7

Look beyond VoC and compile other types of information

INTERCEPTUSERS

DEFINE GOALS

CHOOSESOFTWARE

SELECTSURVEY TYPE

ASKTHE RIGHT

QUESTIONS

SHAREINSIGHTS WITH

YOUR COLLEAGUES

GOBEYOND VOC

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The difference between what customers say and what they actually do is well known, hence the importance of investigating user behaviour and incorporating it through metrics or other elements which explain these metrics in our VoC programme.

We can obtain data:

1. Through our Web Analytics tool, monitoring the time-on-page and linking it to the satisfaction and repeat visits shown by our VoC programme.

2. By analysing screen recordings of users who have answered the VoC survey. It can be useful to look at the problems encountered by customers who have expressed a low level of satisfaction and see where they have clicked.

3. By carrying out task-based studies with samples of more than 100 users and measuring the success rate for each of the tasks, efficiency (number of clicks and time) and satisfaction.

Taking into account the behaviour of your users, as well as their feedback, will provide you with an accurate

picture of the customer experience in your

online channel.

y

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DEFINIR OBJETIVOS

SOFTWAREADECUADO




DEJAR DE HACER


VÉ MÁS ALLÁDEL VOC

PIENSA EN GRANDE,ACTUA EN PEQUEÑO

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8Step 8

Think big, act small

INTERCEPTUSERS

DEFINE GOALS

CHOOSESOFTWARE

SELECTSURVEY TYPE

ASKTHE RIGHT

QUESTIONS

SHAREINSIGHTS WITH

YOUR COLLEAGUES

GOBEYOND VOC

THINK BIG,ACT SMALL

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The ideal approach is to start with something simple, compiling the most important information which will enable you to make quick improvements, gradually extending our VoC programme and making it more sophisticated in order to adapt to the company’s needs.

A VoC programme is a process of constant improvement which must be developed over time, establishing a continuous and constantly evolving system to measure the customer experience. It is important to listen, interpret, analyse and measure the results over time.

A good VoC programme is a great tool for creating a positive and consistent customer experience which will have an impact on your sales.

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UserZoom Team

Project Team:Javier DarribaSara LópezDolors Pou

Graphic Designer: Rocío Carrasco

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