Last month, we co-hosted the New York Customer Experience Meetup. There were 40+ CX professionals in attendance. We shared best practice case studies on Voice of Customer analytics and also hosted a fireside chat with Albert Hu, Senior Analytics Manager at Jet.com. Here are some of the takeaways from the event.
1. Running a low effort Voice of Customer program
You don’t need a big budget or a lot of time to get started with Voice of Customer analysis. Here are some quick approaches you can try
Interview some of the agents about the common feedback and trends they are seeing from customer interactions
Read through a sample of email / chat transcripts or social media conversations
Listen in on some customer calls
You can do these activities on your own or invite other company stakeholders to join you during a session. These approaches can yield quick insights but you also have to be careful to avoid using isolated anecdotes to drive major business investments. It’s best to confirm your initial findings by analyzing a larger sample of customers.
2. Getting more support from across the organization
Many CX leaders have difficulty getting budget to invest in Voice of Customer (VOC) programs. Another challenge is getting different stakeholders (e.g. Product, Operations, etc) to implement the recommendations from a Voice of Customer report. Here are some techniques to overcome this
Partner with the CFO — The finance team is analytical and they’re typically looking for data to help guide decisions on where to invest. If you can tailor your VOC report to the interests of the finance team, they can use your work as input into resource allocation. This will encourage the different teams pay more attention to VOC recommendations
Put VOC metrics in the executive dashboard — Senior leadership periodically reviews core business metrics like revenue, customer growth, budget, etc Many executives also look at Voice of Customer metrics like CSAT and NPS. You can get more support for your program if additional CX metrics are shown on the same screen / page as the core business metrics. For example, the change in the Contact Rate could be communicated after a new product launch.
Tell a story — Combine your metrics with a compelling customer story or anecdote that demonstrates the impact on the customer and the business.
3. The future of Voice of Customer analysis
Here are some trends that will impact the evolution of VOC analysis
Increased focus on customer privacy — Recent scandals and data breaches are leading to heightened awareness of the need to protect sensitive customer data. CX leaders need to ensure that their VOC programs are secure and privacy safe.
More skilled talent — Many new hires are coming into organizations with SQL skills. According to LinkedIn, Machine Learning Engineer and Data Scientist were the top 2 emerging jobs of 2017. Some CX teams are capitalizing on the influx of talent by hiring an analyst role directly onto their teams.
Easy and low cost tools — Software and Machine Learning is making it possible for CX leaders to get insights with little effort.
At Chatdesk, we recently launched a solution to make it easy to run a Voice of Customer program — Chatdesk Trends automatically tags customer feedback in real time across all channels (e.g. product feedback, sentiment). We’re working with companies in a variety of industries including clothing, beauty, bedding and more. Our customers are using their Trends dashboard to reduce churn, optimize product merchandising and increase self service.
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