- Lack of processes for taking action
- Lack of accessible, relevant insights
One of the essential elements for achieving world-class VoC outcomes is "Action." At Walker, we define world-class action as:
- Having a central repository of intelligence to drive ongoing action and to support the decision making process at any level of the organization.
- Keeping action plans updated regularly and constistently tracked through to completion; ultimately showing a ROI.
- Customers and/or partners acknowledge that they have received follow-up.
In order to become world-class at taking action on VoC, there are three necessary steps.
- Tailoring: Everyone does not need everything. Tailoring the information to each audience ensures the information is relevant, aligned with their responsibilities, and the actions are within their control. In general, we see companies do a great job at tailoring the information for executives and account teams. For these companies, we’d recommend extending this focus to functional and/or geographical areas.
- Training and templates: Delivering results is not enough. Several companies leverage trainings or workshops, and action plan templates to simplify the process and ensure effective action. Don’t forget to include a way to monitor progress on any agreed upon actions within your training and templates.
- Tying it all together: The vision for customer focused organizations is a central repository of all relevant customer metrics. This would include data gathered from multiple sources (e.g., financial, operational, perception, employee, customer engagement, etc.) that can be aggregated and filtered for the appropriate audience. The information would be accessible throughout the enterprise and would be used to improve the efficiency and effectiveness of the decision making process.
If your company is not receiving the business impact from its VoC program, consider these three steps. They have helped many leading companies achieve world-class outcomes.