the future of voice of customer programmes - from research to customer engagement

7 tips on getting the most from your Voice of Customer programme, no matter what technology you use.

Richard Sedley

Richard Sedley

Commercial Director

Foviance

Question 1

How many companies have a Voice of Customer programme?

50%+

Online surveys

Offline questionnaires

Out of boxing

Focus groups

Social media monitoring

User testing

Customer communities

Call-centre monitoring

1-2-1 interviews

Question 2

What’s the biggest problem with VoC programmes?

Lack of business value

Disconnect between CX and business results delivered by VoC Programmes

12%

43%

33%

27%

15%

30%

8%

28%

0%

3% Not at all valuable

Somewhat valuable

Neutral

Very valuable

Extremely valuable

Base: Customer experience professionals who work at organisations with VoC programmes currently in place

Source: Forrester Global CX Peer Research Panel Survey

VoC programme’s value in improving customers’ experience VoC programme’s value in delivering financial results

Not measuring the right things to show business value

Not doing the right things to drive business value

is the best measure of current and future

performance; an engaged relationship is

probably the only guarantee for a future

return on your organisation’s objectives.

CUSTOMER ENGAGEMENT

1st Annual Customer Engagement Report. Published 2006

Repeated interactions that strengthen

the emotional, psychological and physical

investment a customer has in a brand

(product or service)

Definition

CUSTOMER ENGAGEMENT

Question 3

How do we focus on the right things to drive customer engagement?

ONE

SIX

1.

Clarity & Simplicity

Would you recommend us to your Grandmother? X

Yes

No

or

Thinking about your experience today. On a scale of 1-10, where 1 is negative and 10 is positive, how likely would you be to recommend us to your Grandmother?

Select an option

Don’t make me think.

With apologies to Steve Krug

Tip 1.

2.

Recognition & Reaction

Listening

Understanding

Remembering

Appreciating

Enabling

Reward

Recognition chain

Recognition chain

Would you recommend us to your Grandmother? X

Yes

No

Screen 1

Screen 2

1,450 people have answered this question in the last 30 days

Yes No

950

550

We’re sorry you’re Grandmother won’t be hearing about us. We promise we’ll try harder in the future. At the moment we have 33 projects running to improve our website. Find out more

Recognition is the basis of any engaged

relationship.

Always provide feedback on the feedback.

Tip 2.

3.

Integrity & Service

Would you recommend us to your Grandmother? X

Yes

No

Screen 1

Screen 2

Oh no. Previous customers that haven’t wanted to recommend us have found these useful

Send your comments to us

If you can tell us a bit about why you wouldn’t recommend us we’ll try and improve.

• How to sign up

• Changing contract

• How to top-up

Approaching VoC as purely an insight

programme is a wasted opportunity.

Incorporate help, advice and potentially

entertainment into your programme.

Tip 3.

4.

Glide & Flow

Ch

all

en

ge

Skill level

Arousal

Flow

A psychological state where a person is fully immersed and focused on an activity or task. Mihály Csíkszentmihályi

low high

low

hig

h

Boredom

Relaxation Apathy

Worry Control

Anxiety

Flow

Would you recommend us to your Grandmother?

Flip for YES / NO

Engagem

ent

Variable reinforcement

Time

Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.

short long

low

hig

h

Fixed interval

Regular reward

Variable intervals

Variable rewards

Sometimes engagement is about tunnelling

for ease of use, sometimes it’s about

challenge.

Don’t be scared to treat customers

differently and reward them randomly.

Tip 4.

5.

Seduction & Delight

INCREASING MOTIVATION Psychology

REMOVING FRICTION Usability

Joshua porter

Would your Granny love a big kiss from us?

No, she’s gone shoppin’ Sure thang, pucker up

Sometimes people find things they enjoy

easy.

Make your VoC programme the best thing

about your company?

Tip 5.

6.

Ambition & Innovation

Would you like us to super charge your Granny?

X Yes

No

Customers want to know they are engaging

with a best of breed company.

Use your VoCP to represent your company’s

brand values and express aspiration – yours

and your customers’.

Tip 6.

Clarity & Simplicity

Integrity & Service

Seduction & Delight

Recognition & Reaction

Glide & Flow

Ambition & Innovation

Make your Voice of Customer Programme

less about ‘research’ and more about

‘engagement’.

Create a customer-centric VoCP in order

to maximise business value

Tip 7.

Richard Sedley

richard.sedley@foviance.com

@richardsedley