Instating a Voice of the Customer program to capture customer experience insights has many practical benefits:
- It takes something vague and subjective, like customer experience, and turns it into quantifiable metrics.
- It clearly identifies the key drivers of customer satisfaction that are unique to each business and each customer base.
- It shows trends, progress, and declines over time, allowing you to adapt to changes as you go, and see warning signs ahead of time if something is awry.
- It plays an informative role in employee training, performance review, and shaping a company’s internal culture.
And that’s just naming a few.
But while all of those reasons are worthwhile, to the customer, they’re just corporate jargon that has little to do with the reality of their lives and their relationships with your business.
Looking at the notion of customer experience from their perspective, Voice of the Customer isn’t a toolbox, it’s a promise.
By actively listening to customers, you promise to value their opinions just as much as those of the shareholders or owners who are profiting from their business.
This newsletter produced by Rio Bank for its customers puts that promise front and center by telling customers what steps this Texas institution is taking to look out for their interests, and transparently discloses exactly what goals will be satisfied through Voice of the Customer measurements and initiatives.
Customer loyalty starts with accountability to your promises. Accountability starts with a Voice of the Customer program.
A guarantee to put customers front and center in business decisions can inspire confidence, especially if they see enough direct action to prove they’re not just empty words. It also gives them an invitation to raise their own voices and participate, knowing those voices won’t fall on deaf ears.
While it’s still true that the squeaky wheel tends to get the grease, for any vehicle to move forward, all of the wheels must get enough attention and care to roll along smoothly.
Voice of the Customer keeps the customer-facing side of any business running like a well-oiled machine, lubricating relationships between employees and customers, customers and products, managers and staff.
Are you delivering on your promises? CSP is passionate about improving the customer experience, and can show you how you measure up against your customers’ expectations. Contact us today to find out more.