We live in a customer-centric world where buyers are inundated with choices. Being customer-focused is no longer just a smart strategy—it’s a necessity. To stay competitive, businesses must actively listen to their customers through a well-structured Voice of Customer (VoC) program. Analyzing customer feedback and responding to it effectively can provide a significant operational advantage.
Why a Well-Executed VoC Program Matters
A meticulously planned VoC program helps shape an organization’s strategy and internal processes. According to The Temkin Group’s “State of Voice of Customer Programs 2017” report, 74% of businesses considered their VoC programs somewhat to very successful. However, while 60% of organizations excelled at gathering customer feedback, only 24% effectively implemented changes based on the insights gained. This gap highlights a major opportunity for businesses to turn insights into action.
How Companies Have Benefited from VoC Programs
Organizations across various industries have achieved substantial gains by acting on customer insights. Here are some notable success stories:
- McDonald’s USA: By responding to customer requests for an all-day breakfast menu, McDonald’s saw a 5.7% increase in sales in Q4 of 2016, exceeding analysts’ expectations of 2.7%. (WSJ)
- DirecTV: A Forrester Research report found that DirecTV saved $34 million annually by reorganizing its field services based on VoC insights. (Forrester)
- Best-in-Class VoC Users: The Aberdeen Group reports that top VoC users experience 55% higher customer retention rates, a 23% decrease in customer service costs, and 292% greater employee engagement. (Aberdeen)
How to Build a Successful VoC Program
Creating an effective VoC program requires more than just collecting feedback—it must be a continuous initiative that reflects and influences company culture. Here’s how to get started:
- Define Clear Objectives: Set specific goals such as improving customer retention, enhancing loyalty, or refining services. These objectives should be tied to actionable tasks that allow for measurable progress.
- Align with Brand Identity: Your VoC program should seamlessly integrate with your company’s culture, both in how it engages with customers and how it aligns with internal processes.
- Ensure Cross-Departmental Integration: Effective VoC programs break down silos, fostering cooperation across departments. Additionally, VoC data should be integrated with CRM and operational systems for a more holistic approach.
- Emphasize Empathy: Businesses should go beyond numerical index scores and adopt a customer-centric mindset. Understanding the customer’s perspective helps in designing solutions that genuinely address their needs.
Conclusion
A world-class VoC program does more than just address individual customer concerns—it drives business-wide improvements, enhances customer engagement, and informs strategic decision-making. Successful VoC programs redefine policies, processes, and strategies, ensuring that businesses remain agile and customer-focused.
At Kanari, we empower businesses with innovative customer experience management solutions that are reliable, flexible, and scalable. Let us help you build a stronger VoC program. Contact us today to schedule a consultation and enhance your customer relationships.
