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What is the voice of customer?

What is the voice of customer?

The start of an organization that not only claims to be customer-centric, but actually is. Being able to meet or exceed the voice of customer (VoC) is the core of a customer-centric organization. This means that as an organization you must understand who your customers are and what your customers expect from your product or service and be able to meet these Reveall expectations. But where do you start if you want to be a customer-centric organization?

Who is the Customer?

The starting point of a customer-centric organization is that it is very clear who the customer or customers are who purchase products or services. Customers can be different and therefore have different needs. It is therefore important as an organization to have answers to the following questions:

  • What are the different Reveall groups of customers both inside and outside the organization?
  • What are the specific characteristics of these customer groups? In other words, how do different customers or customer groups differentiate themselves from each other?
  • Who are the most important customers within a group? What do they consider important?

How do I gather the Voice of the Customer?

After clarifying who the different customers or customer groups are, you can collect the voice of customer (also called customer desire) using the following 3 tips:

Do not use an online questionnaire but collect information using open-ended questions. Use the “5x why?” method to get to the heart of the desire. This is because customers reason from their existing frame of reference and are not always aware of the Reveall  possibilities a product or service has to offer.

Organize a Customer Journey Mapping session, in which you go through your process from the eyes of the customer. When do we interact with the customer? And how does the customer experience our process? We are happy to help you with a Reveall Customer Journey Mapping, read more about it here.

A mistake many make is to think that mapping the Voice of the Customer is a one-time process. Both customers and their needs are constantly changing as they change over time. This process is accelerated by the technological developments we are in the midst of. Because the Voice of the Customer is constantly changing, you as an organization will need to stay in constant contact with your customers.

3 ways to continuously stay in touch with your customer:

If retrieving the voice of customer is an ongoing process, how do we ensure that we continue to do so in an effective and efficient manner?

  • Net Promoter Score: A simple but powerful tool to measure customer satisfaction with one question and get an indication of the growth potential of your company or product. The NPS can be captured down to the employee level and used to help you do your own work better every day.
  • Co-creation: Collaboration between customer and organization to develop products on services. It is a small step to stay in close contact with your customers in the further development of what you offer.
  • Voice of the Customer employee: An employee who spends all his or her time picking up the voice of customer, both internally and externally. NLE has been working with a permanent voice of customer employee for some time.

Read more at Reveall!