The voice of the customer (VoC) is at the core of every customer-centric organization. VoC is broadly defined as the customer’s voice, expectations, preferences, and feedback on a particular product or service. It’s a source of guidance for listening to and better understanding insights and customer needs, and responding as you adapt products and services to improve customer experience.
VoC solutions may include “immersion sprints” where staff directly interacts with customers in a structured, rapid feedback approach to quickly gain insights to act upon, interactive SMS dialogues that respond to the needs of mobile money customers, or other solutions.
Metrics that track VoC solutions and customer experience improvements are not one-size-fits-all. Helpful metrics may include leading indicators such as:
- Loyalty Measure Index – asks questions on the likelihood of customers buying again, buying other services, and recommending to others
- Customer Effort Score – usually asks customers to rate effort on a scale, and often more effective in tandem with customer experience metrics such as improvement in customer satisfaction scores, reduction in customer complaints, improvement in complaints resolution, and improvement in loyalty scores
- Return on Customer Experience – a more holistic indicator that looks at the cost benefit of engagement initiatives