Want to Elevate your Service Level? Listen to the Voice of the Customer.

“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 … Read more...

Your Customer can tell you what you need to know. Are you listening?

In our first blog we talked about why listening to the Voice of the Customer is so important and gave you a quick overview of what the customer can potentially communicate to help you improve your business’ efficiency and productivity.

In this second blog you’ll learn about the first and most obvious way the customer communicates with an organization: stated needs. These are needs that the customer is able to articulate and which can be captured using the tools we’re going to talk about below.

Some of the means by which organizations can capture stated needs are already in regular use by marketing and customer experience teams. None are obligated to use all of them, but using a broad selection of them can ensure a business is able to get the broadest cross section of articulated needs from its customers. 

Surveys and Direct Elicitation 

Surveys are a popular method for … Read more...

What is the Voice of the Customer?

Businesses are constantly speaking to their customer base using a strategic blend of marketing channels and public relations to optimize engagement. It’s an easy way to control their message, create customer loyalty, drive customer retention and leverage a consistent brand image. But how much listening do they do?

Listening to the customer is incredibly important and failing to engage with actionable, data driven intelligence can result in customer dissatisfaction and a deterioration of the customer relationship. This skill is especially important in the early stages of product and service development. Ensuring satisfaction from the beginning of the customer journey can help reduce the likelihood of waste and rework later.

The Voice of the Customer (VoC) is a process to help organizations drive continuous improvement and innovation through insight gained from customer feedback data. This can be a massive undertaking, so without a clearly defined methodology for understanding the customer experience … Read more...