Acting on the voice of the customer doesn’t (or shouldn’t) happen in just one department or one area of the company. Here are three common levels where VoC action should be taking place:
- Customer-facing: This is when action takes place one customer at a time. This is most common in business-to-business organizations where action is critical at the account level. Action at this level should be focused on improving account relationships to boost retention and grow revenue.
- Business Segment: Action becomes more tactical and involves specific areas such as business units and key departments…all groups throughout your enterprise that can benefit from the voice of the customer. They should implement a prioritization process to ensure the most important issues are escalated to require action.
- Company Leadership: Action should be very strategic. Based on customer insights, action plans should address issues such as overall retention, forecasting future revenues, projecting attrition, and considering customer perceptions on topics such as brand reputation, ethics, market position, and how you stack up against the competition.