Join Jeff Toister for an in-depth discussion in this video Exploring the voice of customer feedback, part of Managing a Customer Service Team.
- In this video, I'm gonna show you various ways that you can collect customer feedback. This feedback is often called Voice of the Customer, or VOC. As customer service leaders, we need to be obsessed with it. VOC can help us identify problems and improve service quality, and if we get good at doing that, we can learn how to stand apart from our competitors. Here are six ways you can collect VOC information. Customers share feedback and problems with our employees all the time.
The trick is finding a way to capture this data so we can spot emerging trends. One option is to ask your employees informally. You can do this in a team meeting, where employees brainstorm common issues, and then rank them based on how often they hear about each one. If you're using customer service or customer relationship management software, you might be able to automate this process. Check with your vendor to learn more. A contact type report will tell you the specific reasons why customers are contacting you. This data can often alert you to problems, such as a new product that's experiencing a high number of defects.
Some companies use customer service software that can automate this process. If you don't have software to do that, you can still accomplish the same result by having your employees track contact types manually. Another great way to collect VOC data is through a customer service survey. Do your customers review your company on an external site such as Yelp or TripAdvisor? If so, you already have a great source of VOC data. Customer service leaders often worry that these sites are just a place for angry customers to rant and rave.
The truth is, most reviews are actually positive, but, like it or not, these reviews are going to happen. So you might as well turn lemons into lemonade and use these reviews to learn all you can about how to make your service even better. The payoff can be high overall ratings, which will help attract more customers. Do you know what your customers are saying about your company on Twitter, Facebook, and other social media sites? Some customers will include you in the conversation by tweeting directly to your company, or posting a message on your Facebook page.
Other customers will just talk about your company without including you in the conversation. Either way, it's important to monitor these social media conversations so you know what customers are saying about you. It's a way to build engagement, and identify problems early on. Alerts can let you know when someone is talking about your company online outside of social media. This includes blogs, news stories, and other websites. Google Alerts is a free tool that allows you to do this with minimal effort. There are other more sophisticated software programs that are also available.
Customer service leaders are sometimes afraid of feedback. They worry that customers might use it as a chance to complain. If this worries you, it might be helpful to think about the age-old philosophical question, "If a tree falls in the forest, "but no one is there to hear it, "does it make a sound?" A modern version might refer to customer service. If a customer wants to share feedback but nobody's listening, do they still have a problem? Of course they do. And they'll be glad to take their business to a competitor if they don't think your company is listening.
We've got to listen to customers if we want to elevate our service from good to outstanding. I encourage you to identify opportunities to obtain feedback from your customers.
- Clearly defining outstanding service for employees
- Evaluating service quality
- Identifying obstacles to outstanding service
- Aligning resources to optimize service delivery
- Calculating the cost of poor service