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Getting predictive: Voice of Customer, without the Voice

Customer insights are becoming an increasingly important part of how service organizations are measuring their performance and driving improvements.  Transaction satisfaction programs are a standard, and these enable a broad range of customer analytics that integrate perceptions of services with hard operating metrics about specific services interactions.  They also allow one-to-one follow up with customers who are reporting significant issues – follow up which has been proven to increase future satisfaction with the company overall.

This is great for those customers who DO respond to the voice of customer programs that companies have in place … but my guess is that for every customer who responds to your transaction survey there are four, five, or even more who chose NOT to respond.  What about these non-responders?  How can we respond to a voice that isn’t audible?

Customer analytics are enabling organizations to get predictive about this group of customers by identifying a set of them who, based on how they profile relative to those who did respond to a survey, are most likely to have had a negative service experience.  Armed with this list of customers, service leads can get proactive, reaching out to these customers to preempt further erosion in their perceptions and in their business. 

Imagine the impact of contacting a customer to resolve an issue that they never even told you about… this is customer delight!

This is the power of customer analytics. 

And this is Voice of Customer without the Voice.

About the Author

Jennifer Batley

Jennifer Batley

Jennifer advises on CX transformation strategies and collaborates with clients’ executives to establish goals and success metrics that ensure mutually valuable relationships. By understanding needs and opportunities, she ensures Walker’s clients are optimizing customer insights to drive bottom-line business results in alignment with their core strategies, business objectives and brand promises.

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