What is almost-free VoC? Almost-free VoC is customer insights volunteered by customers or collected in your processes to conduct business. Almost-free VoC is like “cash in the attic” ready to inspire your firm.
Opportunities for almost-free VoC:
1. Encourage everyone to read customer comments.
- Make comments the highlight of your VoC reports.
- Feature a customer comment/story daily on your Intranet.
- Share comments that can be meeting agenda items.
- Stream relevant comments to groups originating issues.
2. Create a central repository.
- Allow all formats of customer feedback to be stored.
- Motivate customers and employees to share anything anytime.
- Include customer research done by others: Marketing, R&D, etc.
- Include digital customer data (CRM, loyalty, apps, etc., etc.)
- Conduct focus groups or similar quarterly/etc.
- with customer-facing people
- with executive counterparts
3. Maximize data mining: text, voice, video.
- Look for patterns that stimulate fresh thinking
- for every process, policy, strategy
- for every work group
Best ways to use surveys:
1. Ask what you don’t know after learning from almost-free VoC
2. Validate whether customers notice changes you’re making
3. Fine-tune alignment of processes and policies to customers
See also: Customer Experience Playbook
This is a glimpse into what you gain from ClearAction Experience Leadership Mastery.
