Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Businesses are failing to recognise the wider benefits of Voice of the Customer

Voice of the Customer (VOC) is probably the most talked about subject in customer management circles right now but it’s also the most misunderstood, with skills gaps and a lack of joined up thinking stopping organisations  from recognising how VOC can bring broad benefits for their business.

Positive steps are being taken by many to improve how and where they look to gather VOC, moving away from the idea of prompted customer feedback, to also capturing conversations the company has with its customers as well as what  they say about the business in the wider social world.

However even with all of this customer insight, very few businesses are successfully measuring the impacts of VOC, as well as what this means for revenue, engagement, loyalty and cost.

Unless organisations are prepared to change the way they operate, this myriad of customer voices won’t actually let them hear very much at all. For VOC to make real business sense, it has to be not only captured and analysed, but, perhaps most importantly, acted upon.

This presents a significant challenge for companies not only to think about how they join up technology to get the best out of VOC, but their wider business too. At present, there is no single technology player that can truly deliver VOC insight from data collected across multiple channels. Instead, businesses need to find a way to make sense of what they’re seeing using multiple technology solutions.

Keeping VOC as the preserve of the customer management department may somewhat improve the service experience but the impact of VOC on the wider company and its financial performance will be greatly limited, unless all areas of the business are willing to work together.

For VOC to have a tangible effect on the wider business, it needs to be managed by a multi-disciplinary team that can break down organisation silos and galvanise each department to resolve issues identified by VOC.

At Webhelp UK, we recognised that analytical skills used by customer management teams were purely focused on operational metrics, instead of thinking about the broader uses and benefits of VOC. Responding to this skills gap, we built a new team of customer insight specialists whose dedicated role is to turn data into intelligence that can provide real insight into customer behaviour and needs.  Armed with this insight, the team recommend changes and new initiatives to improve customer experience, reduce operation costs, and, wherever possible, boost revenue for our clients.

But how can a business tell if all this effort has paid off? The answer is to return once again to VOC. If a company has successfully resolved a customer issue, then any noise about it will have gone away. VOC may seem very simple but, when used effectively, it is an extremely powerful tool to drive positive organisational change.

Now what?

Download our Voice of the Customer white paper

Talk to Helen Murray, Chief customer solutions officer, on LinkedIn

Keep in touch with us


Webhelp
Article by: Webhelp

News & Insights

Recommended for you
Service Provider
Solution Designer
Technology Enabler
Blog
The importance of the human touch in customer experience

Author: David Turner, CEO, Webhelp As new technology drives a sea change across the customer experience sector, it is important to evaluate how the public honestly values personal interaction as a service need. Webhelp conducted research with the polling experts YouGov asking 2,000 British adults for their thoughts on Artificial Intelligence (AI) and how it might change the way that brands...

News
Ten Heart-Warming Calls Show Why Consumers Prefer Human Customer Service

Leading customer experience provider Webhelp asked 8,000 contact centre employees to share their most distinctive customer interactions   4 April 2019 The woman whose cats eat better than she does. The holiday shopper who provided life advice and inspiration. And the mum-to-be who was...

News
British consumers say impact of artificial intelligence will not be positive

44% do not think Artificial Intelligence will impact them positively in any way and 52% say it will make dealing with brands more impersonal  4 April 2019 Large majorities of British consumers prefer dealing with humans over automated services for everything from querying a bill (85%) and...

Whitepaper
AI AND AUTOMATION: IMPROVING THE CUSTOMER EXPERIENCE

How do we really want to interact with brands? What do we really think about AI and Automation? How important is it to strike the right balance between human talent and AI and Automation for CX? Read our new paper to find out more.   The Webhelp Disruptor Series. Be part of...

Case Studies
Post Office Limited®

...

Load more
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook