{"id":7069,"date":"2021-06-28T19:11:24","date_gmt":"2021-06-28T17:11:24","guid":{"rendered":"https:\/\/tekmart.co.za\/t-blog\/?p=7069"},"modified":"2021-06-28T19:11:59","modified_gmt":"2021-06-28T17:11:59","slug":"voice-of-the-customer-voc-a-tech-explanation","status":"publish","type":"post","link":"https:\/\/tekmart.co.za\/t-blog\/voice-of-the-customer-voc-a-tech-explanation\/","title":{"rendered":"voice of the customer (VOC)-a tech explanation"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time-approximately:<\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<h2 class=\"wp-block-heading\"><strong>Voice of the customer (VOC) is the component of customer experience that focuses on customer needs, wants, expectations and preferences.<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.ttgtmedia.com\/rms\/onlineImages\/amsler_sarah.jpg\" alt=\"Sarah Amsler\"\/><\/figure>\n\n\n\n<p>By <a href=\"https:\/\/www.techtarget.com\/contributor\/Sarah-Amsler\">Sarah Amsler<\/a><\/p>\n\n\n\n<p>In most businesses, the quality of\u00a0customer experience\u00a0is a key differentiating factor against competitors. Therefore, deploying a VOC program is important for ensuring that customer input is requested and valued.<\/p>\n\n\n\n<p>To determine the VOC, an organization analyzes indirect input &#8212; data that reflects customer behaviors &#8212; and direct input &#8212; data that reflects what a customer says. Gathering indirect input includes a close examination of customer data that businesses gather through monetary transactions, market research, product usage data and\u00a0web analytics. Gathering direct input includes\u00a0social media monitoring\u00a0for brand or product mentions, collecting both negative feedback and positive feedback from customers and conducting customer interviews.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Importance of voice of the customer<\/strong><\/h3>\n\n\n\n<p>Customer feedback helps ensure that organizations deliver features that customers want and need. With subscription-based, digitally delivered product offerings, such as software as a service (SaaS), customer retention and the ability to upsell are important factors in revenue. <\/p>\n\n\n\n<p>Therefore, VOC-enabled customer success is crucial to organizations with a &#8220;pay-as-you-go&#8221; pricing model. Additionally, it is important to communicate organizational changes that are made as a result of VOC data to inform customers that businesses are acknowledging their opinions.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"649\" src=\"https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/stages-of-voc-software-1024x649.png\" alt=\"stages of voc software\" class=\"wp-image-7070\" srcset=\"https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/stages-of-voc-software-1024x649.png 1024w, https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/stages-of-voc-software-300x190.png 300w, https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/stages-of-voc-software-768x487.png 768w, https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/stages-of-voc-software-800x507.png 800w, https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/stages-of-voc-software-320x202.png 320w, https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/stages-of-voc-software.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Voice of the customer data collection methods<\/strong><\/h3>\n\n\n\n<p>There are multiple channels from which businesses can collect direct feedback from customers. These methods include:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"550\" height=\"810\" src=\"https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/Ways-to-collect-customer-feedback.png\" alt=\"Ways to collect customer feedback\" class=\"wp-image-7071\" srcset=\"https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/Ways-to-collect-customer-feedback.png 550w, https:\/\/tekmart.co.za\/t-blog\/wp-content\/uploads\/2021\/06\/Ways-to-collect-customer-feedback-204x300.png 204w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><figcaption>Ways to collect customer feedback<\/figcaption><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>Organizing a customer advisory council that meets with existing customers to receive their feedback.<\/li><li>Sending customers a request to complete surveys or product reviews. These include online surveys, phone surveys,\u00a0SMS\u00a0surveys and those sent by mail.<\/li><li>Creating a mystery shopping program for customers to complete audits and provide feedback on brand services, products and location cleanliness.<\/li><li>Calculating customer scores such as the net promoter score (NPS), customer health score (CHS) and customer effort score (CES).<\/li><li>Using social media monitoring tools to monitor brand mentions on the web.<\/li><li>Gathering live chat logs from customer support phone calls and text messages.<\/li><li>Selecting topics and customers to create\u00a0focus groups.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Building a voice of the customer program<\/strong><\/h3>\n\n\n\n<p>Implementing VOC programs\u00a0can increase customer loyalty and help companies to create a more valuable product offering. Businesses must include roles from across the company to provide input on what kind of feedback they seek from customers. Some of these roles include CIOs, chief customer officers, chief marketing officers, chief revenue officers and data analysts.<\/p>\n\n\n\n<p>Once businesses establish a team and collect customer feedback, the next step is developing a strategy for using the data. Some best practices include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Analyze data to spot patterns and trends.<\/strong>\u00a0Qualitative input may identify product bugs that that companies need to fix or customer service processes that they need to improve. Quantitative data may identify high or low use rates in some features, indicating their usefulness or success.<\/li><li><strong>Share information across the organization.<\/strong>\u00a0This is an important step, as different information will benefit different areas of a business. It also communicates to employees how they are doing and what their customers expect.<\/li><li><strong>Act on customer insights from VOC data.<\/strong>\u00a0Examples of actions include making improvements to customer support and launching new products and services.<\/li><li><strong>Measure success.<\/strong>\u00a0Once businesses identify and address an issue, it&#8217;s necessary to follow that change to gauge how customers respond and whether it has the intended outcome.<\/li><li><strong>Make revisions.<\/strong>\u00a0Customer ratings programs are always evolving, and it&#8217;s necessary to make changes along the way to ensure\u00a0customer satisfaction. This could mean changing questions on surveys to gather new information or finding new ways to interact with customers.<\/li><\/ul>\n\n\n\n<p>Gathering customer feedback should not be a one-and-done process. This is an ongoing exercise that businesses should conduct throughout the entire customer journey.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time-approximately:<\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Voice of the customer (VOC) is the component of customer experience that focuses on customer needs, wants, expectations and preferences. By Sarah Amsler In most businesses, the quality of\u00a0customer experience\u00a0is a key differentiating factor against competitors. Therefore, deploying a VOC program is important for ensuring that customer input is requested and valued. To determine the VOC, an organization analyzes indirect<\/p>\n<p><a class=\"more-link\" href=\"https:\/\/tekmart.co.za\/t-blog\/voice-of-the-customer-voc-a-tech-explanation\/\">Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[155,4,30,3,9,224,275],"tags":[],"class_list":["post-7069","post","type-post","status-publish","format-standard","hentry","category-batting-for-tech-in-the-covid-19-times","category-datacenter-news","category-expert-advise-and-opinion","category-industry-news-and-expert-advise","category-tech-definitions","category-technical-explanations","category-voice-of-the-customer-voc"],"_links":{"self":[{"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/posts\/7069","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/comments?post=7069"}],"version-history":[{"count":1,"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/posts\/7069\/revisions"}],"predecessor-version":[{"id":7072,"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/posts\/7069\/revisions\/7072"}],"wp:attachment":[{"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/media?parent=7069"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/categories?post=7069"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tekmart.co.za\/t-blog\/wp-json\/wp\/v2\/tags?post=7069"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}