Four elements to drive VoC action

Taking action is the most commonly mentioned obstacle when discussing voice-of-the-customer strategies. In many organizations, particularly those that are large and complex, it is incredibly difficult to weave through all the obstacles to turn customer insights into action and results.

Sometimes it helps to think of the key elements that make action possible. Here are four key elements that would apply to almost any organization:

ORGANIZATION – You need the right team structure to effectively deploy your customer strategies. This refers to everyone involved in the process of collecting, analyzing, reporting, delivering, and acting on customer insights. A solid structure needs to be in place to make sure voice-of-the-customer strategies are actionable.

PROCESS – Organizations must have systematic ways to improve customer processes. Customer advocates must develop procedures, methods, and tools to ensure customer insights drive improvement, whether it is to correct a problem, discover a new solution, expedite a procedure, or grow a relationship.

COMMUNICATION – Effective communication needs to ignite the right action. In today’s business environment there’s an incredible amount of clutter. Any business has a multitude of initiatives making it difficult to ensure voice-of-the-customer strategies are seen as important and relevant. Effective communication has become critical to make sure people are aware of customer initiatives, understand their role, and believe in them so they will ultimately take action.

MOTIVATION – Customer strategists must provide the right motivation for action. In some cases incentives are involved. Other times it’s driven by operational metrics. Whatever the case may be, understanding how to motivate the users of customer feedback is a key element to any voice-of-the-customer strategy.

Large organizations can quickly get bogged down and distracted. Keeping these four elements front and center can help customer strategists stay focused on driving action and results.


Patrick Gibbons
Principal/SVP
Walker



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