“The best advertising is done by satisfied customers,” as famously stated by American Marketing author, Philip Kotler. So, it should come as no surprise that meeting customer expectations and driving customer satisfaction continue to be the number one priority for businesses. But what’s most important to note is that customer satisfaction should always be a moving target – if you’re fortunate enough to have “achieved” it at one point in time, you’ll simply have to aim higher the following year.
Customer Service: Then vs. Now
Historically, the concept of customer service applied primarily to companies who provided their customers a service offering. Organizations that produced goods had different things on which to focus – from manufacturing to supply chains to distribution.
But that was then.
In recent years, however, there has been a paradigm shift. The focus on customer satisfaction seems to be equally as strong in both product-producing companies and service-focused ones. In other words, customer satisfaction is no longer industry-specific, and is applicable to all businesses.
Today, it’s common for organizations to have teams dedicated to listening to the voice of the customer (e.g. Customer Success or Customer Happiness). On top of that, certain product offerings have transformed to “product + service” ones. Take, for example, Software as a Service, where cloud-based software providers also provide maintenance and support to deliver a full-service experience.
The What and the How: How to Effectively Capture the Voice of the Customer via Customer Complaints Software
Defined as the process where organizations incorporate feedback to their product and customer strategy, incorporating the Voice of the Customer (VoC), enables organizations to enhance product development, mitigate risk, and find opportunities for growth and innovation by meeting specific customer requirements.
One of the most common tools used to achieve this is a customer complaints software. These applications are designed to: collect detailed information, transform inputs into action plans and provide nonconformance and corrective action reporting to analyze process failures.
Making Insights Actionable: Three Learnings You Can Apply
By downloading our guide, How Customer Complaints Software Helps You Capture Voice of the Customer, you will learn the following about customer complaints software:
- The main information types that are captured (e.g. warranty information; severity, occurrence and detection).
- What types of action plan information are required to help transform collected data to a tactical plan (e.g. specific action required, type of review for completed actions).
- Key information to capture for both nonconformance and corrective action reporting (e.g. NCR type, root case analysis).
Click here to download your guide!