Metrics for an Effective VOC Process

Customer experience management (CEM) is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. The goal of CEM is to optimize interactions from the customer’s perspective and, as a result, foster customer loyalty.
The most effective process to manage interactions between a customer and the organization is the Voice of the Customer (VOC) process. An effective VOC process:

  1. Gathers data on the end-to-end customer experience (CE), from expectations setting to final product use, ensuring that all phases of the CE were examined
  2. Draws upon and integrates multiple sources of data, findings, and recommendations
  3. Presents a unified view – a single agreed-on reality based on multiple data sources describing all phases of the customer lifecycle
  4. Solicits company-wide Buy-in
  5. Tracks the percentage of identified issues that are resolved

An effective VOC process will help your organization to:

  • Identify emerging issues
  • Set priorities for addressing new opportunities
  • Track progress on previously identified, ongoing problems
  • Create the economic imperative for action on the CE by the whole organization
  • Assign ownership of CE improvement projects
  • Quantify in a credible manner the financial impact of CE improvements
  • Prevent problems by understanding their cause (employee, product design, marketing, delivery, or customer use?)
  • Intervene Real-time (on the spot) to restore customer satisfaction
  • Improve products and processes over the intermediate and longer term
  • Take action to prevent or mitigate current issues
  • Track progress on previously known issues
  • Highlight highest-priority issues

The VOC process requires significant and accurate input to generate useful data that – if analyzed and used properly – can improve interactions between a customer and the organization. An effective VOC process receives input from various data sources. The most common sources of VOC input comes from customer contact (both service and sales) e.g. customer complaints and comments (via calls, emails, social media and online reviews, websites and letters) and customer surveys.

Other common sources of VOC input are:

  • Operational Data/Metrics (e.g. warranty claims, missed appointments, invoice adjustments, late charges, missed shipment dates)
  • Relevant internal metrics describing what the company has done to, or for, the customer
  • Online communities: give feedback and crowdsource priorities and ideas
  • Speech analytics: interpret phrases and identify the purpose, subject, and even sentiment of a conversation
  • Partners
  • Board Members/ Shareholders
  • C – Level Suite
  • Community

You will need to establish meaningful metrics to identify problems throughout the CE. Metrics that identify problems include:

  •  Internal Operational and Operations Exception Metrics – enable you to predict customers negative reaction in advance (e.g. returned mail, website crashes, dropped calls, failed credit card transactions, missed deliveries, returned products, warranty claims, invoice adjustments)
  •  Internal Quality Metrics Including Call Quality – Monitoring Evaluation (e.g. customer service quality metrics)
  •  Complaint Data and Customer Inquiries (extrapolate complaint or inquire data to the customer base or marketplace to tie to survey & operational data)
  • Mobile Contacts & Interactions
  • Survey data – customer satisfaction questions from periodic study of end-to-end CE that enables the understanding of key drivers of customer loyalty, their impact on WOM, and the relative priority of problems encountered – customize surveys based on experience
  • Social Media, Online Reviews, Communities, and Other Unstructured Data (analyze w/ text/speech analytics software)
  • Operational data – system reports
  • Employee input – input on causes of customer problems (frustrating issues – causes, frequency, how much time is wasted when these issues occur

Metrics that helptrack and manage customer service include:

  • First Contact Resolution (FCR), Satisfaction, Willingness to Recommend
  • FCR and Satisfaction by Type of Reason for Contact
  • Follow Through metrics – % contacts that are handled within the response time standard; % transactions assigned to another responding unit or partner that were not handled within the time and quality standards
  • Connection and Prevention – % of contacts where CSR intentionally went beyond basic subject of transaction to create an emotional connection via preventive education or discussion
  • Cross-selling or Up-selling: % CSR attempts converted to sales
  • Input into VOC: track # of useful VOC messages from CSR
  • Average Speed of Answer
  • Average Handle Time
  • Net Promoter Score
  • Customer Effort metric – measures customers difficulty in finding answers

Other customer service metrics include:

  • Percentage of transactions where the customer self services by type of transaction
  • Percentage of transactions that are anticipated and executed before the customer asks
  • Percentage of self-service transactions that fail
  • Customer satisfaction with each of the service transactions
  • Employee satisfaction with the transactions by type of transaction

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