7 tips on getting the most from your Voice of Customer programme, no matter what technology you use.

Richard Sedley

Richard Sedley
Commercial Director Foviance

Question 1

How many companies have a Voice of Customer programme?

50%+

Focus groups Online surveys

Social media monitoring
Offline questionnaires User testing

Out of boxing Call-centre monitoring Customer communities
1-2-1 interviews

Question 2

What’s the biggest problem with VoC programmes?

Lack of business value

Disconnect between CX and business results delivered by VoC Programmes
VoC programme’s value in improving customers’ experience

VoC programme’s value in delivering financial results

Extremely valuable

43% 12%

Very valuable

33% 27%

Neutral

15% 30%

Somewhat valuable

8% 28%

0%

Not at all valuable

3%

Base: Customer experience professionals who work at organisations with VoC programmes currently in place

Source: Forrester Global CX Peer Research Panel Survey

Not measuring the right things to show business value

Not doing the right things to drive business value

CUSTOMER ENGAGEMENT
is the best measure of current and future performance; an engaged relationship is probably the only guarantee for a future return on your organisation’s objectives.
1st Annual Customer Engagement Report. Published 2006

Definition

CUSTOMER ENGAGEMENT
Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service)

Question 3

How do we focus on the right things to drive customer engagement?

ONE

SIX

1. Clarity & Simplicity

Would you recommend us to your Grandmother?
or

Yes
X

No

Thinking about your experience today. On a scale of 1-10, where 1 is negative and 10 is positive, how likely would you be to recommend us to your Grandmother?

Select an option

Tip 1.
Don’t make me think.

With apologies to Steve Krug

2. Recognition & Reaction

Reward Enabling Appreciating Remembering

Understanding
Listening

Recognition chain

Recognition chain

Screen 1

Would you recommend us to your Grandmother?

Yes
X

No

Screen 2 1,450 people have answered this question in the last 30 days
950 550
We’re sorry you’re Grandmother won’t be hearing about us. We promise we’ll try harder in the future. At the moment we have 33 projects running to improve our website. Find out more

Yes

No

Tip 2.
Recognition is the basis of any engaged relationship. Always provide feedback on the feedback.

3. Integrity & Service

Screen 1

Would you recommend us to your Grandmother?

Yes
X

No

Screen 2
Oh no. Previous customers that haven’t wanted to recommend us have found these useful If you can tell us a bit about why you wouldn’t recommend us we’ll try and improve.
• How to sign up • Changing contract • How to top-up

Send your comments to us

Tip 3.
Approaching VoC as purely an insight programme is a wasted opportunity. Incorporate help, advice and potentially entertainment into your programme.

4. Glide & Flow

Flow
A psychological state where a person is fully immersed and focused on an activity or task. Mihály Csíkszentmihályi
high Arousal Anxiety

Flow

Challenge

Worry

Control

Apathy low Boredom low Skill level

Relaxation

high

Would you recommend us to your Grandmother?
Flip for YES / NO

Variable reinforcement
Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.
high Variable intervals Variable rewards Engagement

Fixed interval
Regular reward low short

Time

long

Tip 4.
Sometimes engagement is about tunnelling for ease of use, sometimes it’s about challenge. Don’t be scared to treat customers differently and reward them randomly.

5. Seduction & Delight

INCREASING MOTIVATION Psychology

REMOVING FRICTION Usability
Joshua porter

Would your Granny love a big kiss from us?

No, she’s gone shoppin’

Sure thang, pucker up

Tip 5.
Sometimes people find things they enjoy easy. Make your VoC programme the best thing about your company?

6. Ambition & Innovation

Would you like us to super charge your Granny?

X

Yes No

Tip 6.
Customers want to know they are engaging with a best of breed company. Use your VoCP to represent your company’s brand values and express aspiration – yours and your customers’.

Clarity & Simplicity Recognition & Reaction Integrity & Service

Glide & Flow

Seduction & Delight

Ambition & Innovation

Tip 7.
Make your Voice of Customer Programme less about ‘research’ and more about ‘engagement’. Create a customer-centric VoCP in order to maximise business value

Richard Sedley richard.sedley@foviance.com @richardsedley

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