Marketers are a loud group. We're constantly yelling promotions, trying way too hard to show how cool our brands are, or peddling product to the masses. We're so focused on the outbound that we've completely cannibalized any chance at having conversations with our customers.
Even with voice of the customer strategies, that methodology doesn't help the customer to confirm that his or her voice matters. Most customers feel that the only way to show their voices is to either publicly fan the flames of social, or to use the power of their dollars to show their dissatisfaction. Marketers would be smart to just shut up and listen. It's better for the customer, it's far less inflammatory, and it's better for business.
https://www.retailcustomerexperience.com/blogs/why-its-time-for-retail-marketers-to-start-listening/
You’ve heard it before but I’ll say it again…Listening to the Voice of the Customer (VoC) is crucial for businesses looking to compete based on customer experience. And while this couldn’t be more true, surprisingly, nearly 75% of companies still feel that their VoC programmes aren’t effective and that they’re failing to drive actions. That is to say that these companies are listening to their customers but lack the wherewithal to turn insights into something meaningful and profitable for their business. This is where VoC tools come into play. One that comes to mind is Usabilla.
So let’s take a look at some of the competitors and alternatives to using a tool like Usabilla.
https://mopinion.com/competitors-and-alternatives-to-usabilla/
Customer experience (CX) professionals have it so easy today. In the past we relied on surveys as our primary source of customer insights. Now with so many options for connecting with customers, CX professionals have it made!
But can so many options actually make it more difficult? How do you keep track of the options? How do you determine which are best for you? How do you pull everything together into one cohesive voice?
On second thought, maybe today’s CX professionals have it harder than I thought.
https://www.destinationcrm.com/Articles/Columns-Departments/Voice-of-the-Customer/How-Do-You-Listen-to-Your-Customers-128311.aspx/
The difference between a good business and a great one often comes down to the small details. Companies who show that they care about those details are generally more successful and more popular among their customers. Any prosperous business will tell you that part of the secret of getting to the top is to be good at both eliciting and listening to feedback.
https://www.netigate.net/articles/customer-satisfaction/improve-customer-feedback-five-top-tips-getting-helpful-comments-customers/
Why are bad reviews so destructive? Despite the fact that they’re less trustworthy than most consumers think, consumers continue to base their purchase decisions on them. Pew Research Center found that 82 percent of American adults “sometimes” or “always” read online reviews before making new purchases, 65 percent of whom believe they’re generally accurate. Yet a Journal of Consumer Research study found almost no correlation between professional assessments (in this case, Consumer Reports ratings) and online reviews.
Bad reviews are bad news for brands, large or small. But the good news is that companies can prevent them with one simple action they should be taking, anyway: listening to their customers.
https://www.forbes.com/sites/serenitygibbons/2018/09/20/why-businesses-need-to-see-customer-feedback-as-make-or-break/
Customer feedback is the essential unlimited source for development and inspiration for the whole company. As mentioned by Lincoln Murphy, “You can focus on adoption, retention, expansion, or advocacy; or you can focus on the customers’ desired outcome and get all of those things.”
In this article, I won’t tell you how important it is to act on customer feedback (although if you’re interested, check this article on how to collect customer feedback), but rather share with you the real cases how our companies big and small improved their business KPIs, strategies and culture once they understood the voice of the customer.
http://customerthink.com/5-real-cases-how-customer-feedback-influenced-business-performance/
Working towards a robust VoCA program can clearly separate customer experience leaders from laggards. According to Forrester, customer experience leaders grow revenue five times faster than CX laggards, drive higher brand preference and brand referrals. A Harvard Business Review article “How the Meaning of Digital Transformation Has Evolved” also backs the measurable value of a VoC strategy: Top performers in a (PwC) survey—those reporting revenue growth and profit margin increases above 5% for the past three years and expected revenue growth of at least 5% for the next three years—have a better understanding of the human experience that surrounds digital technology. These companies prioritize user experience specialists and creating better customer experience through their digital initiatives.
https://www.analyticsindiamag.com/voice-of-customer-analytics-describe-prescribe-and-predict-your-customers-journey/
Data is only as valuable as what you do with it, and Voice of the Customer (VoC) data is no different. In a world where a superior Customer Experience (CX) is now viewed as a key competitive advantage, leveraging VoC as part of your Customer Experience Management (CEM) efforts has never been more important.
Naturally, you must take a customer-centric approach to your CEM efforts, otherwise you run the risk of designing an experience that doesn’t meet their needs, and that places you behind the 8-ball compared to your peers. You need to better understand how your customers think – what makes them interact with your brand the way they do, and how they feel about the experiences you provide them. These insights go a long way, but what exponentially increases the value of this customer feedback is how you leverage these insights as part of your CEM to build better experiences for your customers.
http://customerthink.com/the-true-value-of-voice-of-the-customer-in-customer-experience-management/
Listening to your customers and using the feedback generated is widely considered essential to business success, so how do you make sure the your Voice of the Customer investment and activities will make a difference?
We looked at a recent report on the effectiveness of the Voice of the Customer by Temkin Group which reveals that while the majority of companies have customer feedback activity in place there are some key factors which are essential for success and which will help to identify the (often elusive) Return on Investment (ROI).
http://customerthink.com/voice-of-the-customer-whats-needed-for-success/
Does EasyJet do well in NPS? According to npsbenchmarks.com EasyJet ranks at a -16. Not good. This is far below the mainline carriers such as British Airways, Lufthansa, or other carriers In Europe. But when your point of comparison is US domestic providers they kick it out of the football arena (or at least through that net thing at the end of the field). Did they have a good day? Maybe. But based on my experience traveling both in the US and Europe, air travel in Europe is a dream compared to the United States.
According to the same site, all US providers are in the positive side of NPS with Southwest at 62, Jet Blue at 59, Delta at 41, United at 10, and American Airlines at 3. Would it be fair to conclude EasyJet has worse service than all the mainstream US providers? Based on NPS alone you might be tempted to say yes.
I would argue it is an unfair and unwise comparison. In fact, this is one of three fundamental reasons why cross-cultural comparisons of many attitudinal metrics (including NPS) are fraught with problems that make their comparison problematic.
http://customerthink.com/a-cx-no-no-cross-culture-nps-comparisons/
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