LEADERSHIP

CUSTOMER Customers play a significant part in business.

In fact the customer is the actual boss in a deal
and is responsible for the actually profit for the
organization.

A customer is the one who uses the products

and services and judges the quality of those
products and services.

Hence it is important for an organization to

retain customers or make new customers and
flourish business.
 TYPES OF CUSTOMERS
o LOYAL CUSTOMERS

o DISCOUNT CUSTOMERS

o IMPULSIVE CUSTOMERS

o NEED BASED CUSTOMERS

o WANDERING CUSTOMERS
LOYAL These types of Customers are less in numbers
CUSTOMERS but promote more sales and profit as compared
to other customers as these are the ones which
are completely satisfied.

These Customers revisit the organization over

times hence it is crucial to interact and keep in
touch with them on a regular basis and invest
much time and effort with them.

Loyal Customers want individual attention and

that demands polite and respectful responses
from the supplier.
DISCOUNT Discount Customers are also frequent visitors
CUSTOMERS but they are only a part of business when
offered with discounts on regular products and
brands or they buy only low cost products.

The more discounts being offered, the greater

the tendency that they will avail the product or
a service

These customers are mostly related to small

industries or the industries that focus on low or
marginal investments on products.
IMPULSIVE These Customers are difficult to convince as
CUSTOMERS they want to do the business in urge or caprice.
They don’t have any specific item in mind but
urge to buy what they find good and productive
at that point of time.

Handling these customers is a challenge as

they are not particularly looking for a product
and want the supplier to display all the useful
products they have in their tally in front of them
so that they can buy what they like from that
display
NEED These Customers are product specific and only
BASED tend to buy items only to which they are
habitual or have a specific need for them.
CUSTOMERS
These are frequent customers but do not
become part of buying most of the time, so it is
difficult to satisfy them.

These Customers should be handled positively

by showing them ways and reasons to switch
to other similar products and brands and
initiating them to buy these. These customers
possibly be lost if not tackled efficiently with
positive interaction.
WANDERING These are the least profitable customers as
sometimes they themselves are not sure what
CUSTOMERS to avail.

These Customers are normally new in industry

and most of the time visit suppliers only for
confirming their needs on products. They
investigate features of most prominent
products in the market but do not buy any
those or show least interest in buying.

To grab such customers, they should be

properly informed about the various positive
features of the products so that they develop a
sense of interest.
CUSTOMER
NEEDS
Customer Needs are the named and unnamed
needs of customers when they come in contact
with your business, your competitors, or when
they search for the solutions you provide.
METHODS TO IDENTIFY CUSTOMER NEEDS

oFOCUS GROUPS

oSOCIAL LISTENING

oKEYWORD RESEARCH
FOCUS
GROUPS
Focus Groups are a market research technique
in which you collectively interview a small
group of people who represent your target
audience.
SOCIAL
LISTENING
Social Media Listening is the process of
tracking and analyzing what is being said about
your company on industry on social channels.
KEYWORD
RESERCH
Keyword Research can also give you valuable
insight into what your customer need from you,
your business and your product. If you know
your customers are searching online and more
importantly how they are searching for
company and industry, you can determine what
they are looking for.
 TYPES OF THE CUSTOMER NEED

o PRICE

o QUALITY

o CHOICE

o CONVENIENCE
 PRICE
It is how much a business charges for its product or
service. Customers want a fair price when purchasing a
product or service. Usually, low prices will draw in many
customers, although people ultimately want value for
money.

It is important for a price to match the quality of the

product or service that the business is selling.
 QUALITY
Relates to the standard of the product or service being
offered. Customers always expect some level of quality,
no matter how much they pay for a product or service.

Generally, those paying a low price will expect a lower

level of quality and those paying a higher price will
expect a higher level of quality.
 CHOICE
Choice is very important – many businesses have a
range of products and/or services available to suit
different groups of customers.

Customers have different needs and desires when

buying items. They might want different styles or sizes,
or even a completely different product.
CONVENIENCE
Customers and Consumers want convenience and are
often willing to pay more for it.

Convenience relates to something being easier, quicker

or generally less hassle for customers
 HOW TO MEET CUSTOMER NEEDS
START
HERE IDENTIFY DISTRIBUTE
Identify what your customers Distribute the information to
need from you through keyword relevant stakeholders in your
research, focus groups, or social organization
listening

COLLECT CREATE
Collect customer feedback on Craft product features or create
how our efforts meet their content that speaks to your
expectations customer’s needs
VOICE
OF THE
CUSTOMER
VOICE
OF THE Voice of the Customer (VoC) is a research
method that is used by businesses to describe
CUSTOMER the needs and requirements of their customers.
This process captures everything that
customers are saying about a business,
product, or service and packages those ideas
into an overall perspective of the brands

Companies use VoC to visualize the gap

between customer expectations and their
actual experience with the business.
Methodology
The Voice of the Customer Methodology is the
approach that businesses use to understand
their customers’ needs and expectations.

This method can be executed through a variety

of different techniques, all of which are aimed at
extracting vital information from customers.

Companies often use a few different techniques

together to ensure they’re getting most that they
can from their research,.
TRANSLATING VOICES TO NEEDS

Voice of Customers (VoC) methodology can be used to capture

customer needs – both current (stated needs) and latent (unstated
needs). VoC methodology helps capture the needs of customers
through stated verbatim comments (customer voices). It helps
translate verbatim comments into customer needs to product/service
output characteristics (customer requirements)
Distinct Categories of VoC
At an organization level we broadly classify VoC into four distinct categories
(AICP):
• Voice of Associate: The feedback that we get from our Employees
• Voice of Investor: The feedback that we get from our Management and
Shareholders
• Voice of Customer: The feedback that we get from our clients and End-
customers
• Voice of Process: The feedback that we get from measuring our CTPs (Critical
to Process) and CTQs (Critical to Quality)
 Six Sigma – Voice of AICP

SURVEYS
INTERVIEWS
Voice Y’s
FOCUS GROUPS of AICP

SUGGESTIONS

OBSERVATIONS
Voice of Customer (VoC) Methods:
• Surveys: are designed set of questionnaires which is sent out to potential or
existing customers. Surveys are cost effective, however, have very low response
rate.
• Interviews: are individual meetings with potential or existing customers where a set
of questions are asked and answers are discussed to understand customers
voices. Interviews can tackle complex issues, however, requires trained resources.
• Focus group: A group of people are called together in one conference room and a
discussion is held on specific topics that need to be addressed. These focus groups
are excellent for identifying the CTQ (Critical to Quality), however, are difficult to
generalize.
Voice of Customer (VoC) Methods:

• Suggestions: Client/Customer/Employee feedback is received and treated

as suggestion to improve product or service. Suggestions provide good
improvement opportunities, however, does not look at overall process.

• Observations: During the course of the process, individuals can have

observations and can provide feedback to the process which does act as a
Voice of Customer.
Sample of Voice of Customer that is
translated into a requirement:

Verbatim Need Requirement

“I want the pizza that I Right pizza to right person Accuracy

ordered”

“I want my pizza when Pizza delivered on time as Timeliness

you said it would be promised to customer
here”
“I want my delivery Pizza delivery person is Complaints
person to be friendly” polite

“I’m not going to pay a Price is equal to or less Price

lot for this pizza” than all other pizza
providers
HOW IT IMPACTS YOUR BUSINESS

According to the research by the Aberdeen Group, best- in-class VoC users
enjoy an almost 10x greater increase year-over-year in annual company
revenue. This is because by capturing VoC, you can connect and engage with
customers at every touchpoint in the customer journey. This technique helps
you:
• Spot early warning and potential brand crisis Evaluate new concepts,
ideas, and solutions
Building a Successful VoC program

• Before you jump in and begin building, a step-by-step plan for achieving
customer experience maturity, you'll want to set the stage. Too often
people rush into building a program without aligning all the necessary
factors to move forward with creating a customer-centric organization.
• By focusing on the following six factors, you can successfully establish
organization-wide customer centricity.
VoC Techniques

Regardless of the industry, it costs organizations five to 25x more to

attract a new customer than it does to retain an existing one. Thus,
the value of retaining existing customers over acquiring a new one
is obvious. With this in mind, we'll keep our focus on the techniques
that help retain customers at your business.
CUSTOMER
INTERVIEWS Customer interviews are one of the traditional
techniques to collect VoC data. It is commonly used
to understand particular customer point-of-view
regarding product or service issues, attributes, and
performance measures.

You can choose to perform this for either a

particular customer or for a group of customers with
some common attributes. Usually executed in
person, on the phone, or through email.
ON-SITE Another great way to capture VoC is by conducting
CUSTOMER on-site customer surveys. These surveys help you in
understanding your customers and addressing the
SURVEYS issues they face. However, if you don't ask the right
questions with the help of the right platform, you may
never get reliable answers. That's why you need to
put in a lot of thought while designing your surveys.

You can choose from the different types of surveys

available, such as yes/no type, multiple option-based
surveys, drop-down surveys, and textbox-based
surveys.
LIVE CHAT According to a study, 44% of online shoppers feel the
best feature an ecommerce website can have is a live
chat.

Having an on-site chat is an incredible method of

collecting real-time customer feedback and reducing
the possibility of your customers feeling unsatisfied.

The use of live chat is not limited to listening to

customers complaints and resolving them. It is also a
good tool to capture Voice of the Customer data. For
this, you can schedule a follow-up survey of all the
customers connecting with you through a chat
SOCIAL Social media is a potent ingredient of the feedback
cocktail, as it provides you the opportunity to have a
MEDIA two- way communication with your customers.

On any of the most commonly-used social platforms

like Twitter, Facebook, or LinkedIn, you can tap into
relevant ongoing conversations, connect with those
customers by actively participating, or quietly listen
(while lurking and taking notes). The core strength of
social media lies in allowing you to have a more
direct and real-time conversation with the people
using your products or services.
WEBSITE
BEHAVIOR Your website is a great place for you to capture the
voice of customer data. Besides chat and on-site
surveys, another way to collect this data is by
analyzing your customer behavior on the website.
You can do it in a jiffy by leveraging tools like
heatmaps, scrolls, and visitors recordings. You can
also opt for a single platform that'll allow you do all
this and you won't have to invest in multiple tools.
RECORDED If you're planning to leverage historical data,
CALL DATA recorded call data might come in handy. Recorded
calls with your customers can give you a broad
overview of how they perceive your brand, what sort
of objections do they have, and what else do they
expect from the brand.

Though this technique requires a lot of time, it is

always advisable to do this every now and then. What
it'll also do is help you with training your customer
support team with better objection handling and
enhancing your customer service.
ONLINE
CUSTOMER Your online reputation isn't just the result of what you
REVIEWS generate at your end – it includes all instances in
which your business appears online, including online
reviews. With online review sites like G2 Crowd,
Finances Online, TrustRadius, TrustPilot, Capterra,
and Angie's List, it's essential to understand the
impact they have on your business and how you can
use reviews to earn your online reputation.
OFF-SITE
SURVEYS Opting for an off-site survey is yet another method to
capture the Voice of Customer. Although this may not
be a popular method for large business setups, it's
leveraged by lots of medium-sized businesses when
conducting customer research.
NET Net Promoter Score (NPS) is a management tool that
PROMOTER is used to measure the loyalty of a company's
customers. This customer loyalty metric was
SCORE developed by Fred Reichheld, Bain & Company, and
Satmetrix Systems.

NPS gives you quick and reliable feedback from

customers. The way the system works is easy.
Customers need to answer this simple question on a
scale of 0-10:

"How likely are you to recommend our company to a

friend or a colleague?"
FOCUS This is where a group of eight to 12 customers meet
in a room, where they are asked to share their
GROUPS perceptions, beliefs, and opinions about your product
or service. The group participants are free to openly
talk with one another.

This data collection method is used to gain insights

into customers' prioritization of needs, or to test
concepts and get feedback. Focus groups are
sometimes used in addition to interviews and surveys
as the last step to further investigate and understand
the Voice of the Customer for each of the company's
touch points.
EMAILS
This method can be as informal or as formal as you
want it to be. You can send highly personalized
emails to particular customers or create a template
that can be used for the entire target. You also have
the option to either ask for feedback as a response to
your email (which might be unstructured and time-
consuming) or add a link in the email body to one of
your surveys.
DEDICATED
FEEDBACK
The last option is to have a dedicated feedback form
FORM on your website - and this is really more of a mandate
than an option. No matter which other methods you
plan to choose to capture VoC, you cannot skip
having an on-site feedback form.