There are valuable opportunities for growth based on customer feedback, but too often companies just aren’t listening to what their customers are saying.  In today’s episode, Thom Singer and Craig Brown interview Samantha Ziesel, expert on Voice of the Customer and the importance of listening to your customers and changing your company based on their feedback.  In this new pandemic world, it is more important than ever to understand and respond to your customers' needs, and Sam explains why as she defines the VoC process, highlights it’s benefits, and explains how every job has a critical element of customer satisfaction to it.

 

On today’s podcast, you will learn:

 

Defining and capturing the Voice of the Customer process

• VoC is a business and technology term for the process aimed at capturing your customer’s expectations and experiences working with you as their supplier
• VoC offers better insight and a snapshot of reality of your customers expectations and bridges the gap between engineers and market research 
• This process overcomes some of the silos that are commonly found in organizations 

• VoC doesn’t reflect a pinpoint in time, it’s a continuously evolving journey that must be continuously acted upon
• If appropriate action isn’t taken immediately, VoC can become a negative experience 
• Companies have to be agile and willing to change based on customer feedback

 

The benefits of an effective VOC program

• VoC offers improved customer experience and customized products and services that will better respond to customers needs
• There is always potential for new opportunities with new customers
• VoC allows you to understand your company performance and success through the eyes of your customer 
• VoC increases customer satisfaction, loyalty and prioritization of high-impact customer issues

• Relying too heavily on digital interface loses the human-to-human interface- the human element behind digital communication is a critical link to your customers
• Failure to listen to the real voice of your customer can result in major lost opportunities 

 

Embracing flexibility for greater company success

• In this time of COVID-19, company flexibility is more critical than ever as safety is currently more important than ease of use
• Internal and external VoC are both equally valuable to the future of your company
• Even if it’s not good news, companies need to be ready to embrace information that provides a great opportunity
• Every position in every company should have some element of VoC to it 

 

Do you have an example of extraordinary efforts or innovation during these unprecedented times? We would love to hear your story and possibly interview you for an upcoming episode. Please reach out to us at www.DigitalEnterpriseSociety.org