voice of the customerA few months ago I switched over to a new cable television service with a ‘revolutionary new TV experience’. The experience was new for sure, but not better at all. Their new menu structure on the TV was a nightmare, too many clicks to get something done, and the remote control did not have the handy shortcuts to get straight into the options I used most.

But what do you do? Sure I used Twitter, Facebook, and email to complain to anyone who might listen.

Then, an interesting thing happened. Yesterday, I suddenly received an email from my cable company about a few new things coming up. Nothing special you would think? What struck me is that the cable company announced these new updates in a very smart way: “Based on the feedback we have received about our new product we are introducing a number of updates. We have listened carefully to your complaints and suggestions and we take them very seriously.”

Really? Then they listed the key improvements in the form of a top 5. And guess what? Four out of these 5 were exactly my major frustrations. I got very excited and my view of my cable company instantly changed. They actually listened! They cared! And they acted!

Here are 5 tips to implement a Voice of the Customer program to get similar results as just described:

  1. Monitor all channels – Customers complain in many ways, make sure you have visibility in to all communication channels.
  2. Listen to all or at least enough interactions – Make sure your sample represents a large enough portion of your customers so that you have the right view. Preferably ALL interactions.
  3. Verify your initial findings with the contact centerThe contact center team should be able to confirm your findings early.
  4. Stay focused of what customers are telling you – Implement changes/improvements for the 5 most important things. Based on the pareto principle: 80% of complaints come from 20% of the reported issues.
  5. Let customers know that you care – Clearly communicate to your customers that you listen, care and take actions based on your Voice of the Customer program.

I am sure that without the clear communication, the new features would be just as welcome, but the fact that the cable company clearly communicated to me that they care was the icing on the customer service cake. I knew they listened, took action, and it meant a lot to me as a customer.

Read our customer success stories to learn how our customers listened and enhanced the customer experience!

Stefan Captijn

Stefan Captijn

Stefan is Senior Director Strategic Marketing at Genesys. Stefan joined Genesys in April 2000, lives in the Amsterdam area with his wife and two children. In his free time, Stefan enjoys building loudspeakers, cycling and running.