Informal customer feedback provides an alternative way to listen to your customers, and is just as powerful and insightful to your organisation as feedback gathered through more structured feedback solutions.
Mark Squires, Founder and MD of Watermelon has joined the UK Customer Experience Awards judging panel, alongside other leading CX professionals
Customers are becoming ever more powerful and ever more vocal with giving their views to the companies and organisations they interact with. Listening to your customers is essential to understanding their needs and exploring areas for improvement.
Here are some key points to consider when building a VoC programme.
What is NPS?
Net Promoter Score (NPS), measures customer loyalty and works by simply understanding the proportion of promoters (advocates) and detractors (critics) within a business. NPS is a really powerful key metric in the measurement of customer experience as it is correlated with revenue growth. Used correctly, it can really help a business understand the drivers of success and failure.
Moving big CSAT customer experience tracking style programmes from one supplier to another can be a real challenge and involves a lot of thought. Clients are often deterred from moving suppliers because of the prospect of issues and unearthing problems they’d rather not have.
Building a strategy for your VoC programme is crucial to its success. Whether you have a VoC programme currently in place which is working well, or a programme which is not quite fulfilling its potential, building and refining an overriding VoC strategy is always a good idea.
With so much data collection and constant brand engagement, it is often hard for consumers and customers to understand the importance of customer feedback and how businesses act upon it. In this article we explore the four simple steps that Watermelon take to ensure our clients use Voice of the Customer to value their customers most effectively.
Why is it critical to collect customer feedback?
Collecting customer feedback is one of the best ways to listen to your customers’ voice. Transactional surveys help you to identify and remedy customer pain points, understand what your customers need and most importantly, understand where your business has room for improvement.
Why is a VoC strategy important?
Rolling out a VoC programme is no small feat, it involves engaging with many stakeholders within your business. It will mean providing data to 1,000s of staff to enable change, so a clear strategy is of paramount importance. The key to success for any voice of the customer programme is taking the time to plan your VoC strategy in the initial stages. Lack of direction and unclear communication can create results that fail for both the business and their customers. Good input creates good output.
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“Listening to customers can identify opportunities, avoid mistakes and positively impact word of mouth...”
Mark Squires, Chief Executive - Watermelon
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