Voice of the customer specialties

Voice of the customer specialties

Share on LinkedIn6Share on Google+0Tweet about this on TwitterShare on Facebook0Pin on Pinterest0Email this to someone

Put the why behind critical customer metrics with a VoC customer experience approach.When you have a sinus condition, you wouldn’t go to see a chiropractor.  While a chiropractor is talented when it comes to matters of the spine, he doesn’t have the skills needed to solve your sinus problem.  An ear, nose and throat physician is perfect for your situation.

When it comes to the Voice of the Customer (VoC), a term that describes the process of capturing customer expectations and preferences, a Market Research approach and a Customer Experience approach are different specialties just as a chiropractor and an ENT.

A market research approach as it pertains to the VoC is to provide important key information identifying and analyzing the marketing need, size and competition.  For example market researchers may try to identify what color to make this season’s washer and dryer by doing interviews at a local shopping center.  The most appealing color for customers means higher sales, bigger market share and a winning brand.  The research in this case has little to do with how the customer experiences the relationship with the organization – the purchase, the service and support, the warranty, etc.

customers-grade-the-callsA VoC customer experience approach goes beyond the marketplace, goes beyond the strategic and gleans tactical insights about how the customer is using the product and interacting with the company in person, on the phone or through electronic channels.  Does the customer find value in the product?  Would they buy it again?  Would they refer the brand to their friends or colleagues?  Is the customer a brand advocate on the social networks? A VoC customer experience approach seeks to holistically validate the customer findings. Oh, and the WHY behind these critical metrics.

While the chiropractor and ENT are doctors, the methods employed and what they treat within the body are drastically different.  Similarly, VoC market research and a customer experience approach are related in the discipline of research, but the results are as drastically different.

Do you have a balanced VoC customer experience approach in your company? Do you need better VoC techniques to get better outcomes?  Get the free assessment today.

About Dr. Jodie Monger

Jodie Monger, Ph.D. is the president of Customer Relationship Metrics and a pioneer in voice of the customer research for the contact center industry. Before creating CRMetrics, she was the founding associate director of Purdue University’s Center for Customer-Driven Quality.

View All Posts
  • Jamie Salcedo

    Thanks for this very interesting article, Dr. Monger. This is the first I’ve heard of VoC, and I hope many call center services use knowledge like this.

  • Katie Hunt

    Sometimes when in a business, you have the need for call center services. Many times it’s good to outsource those jobs not out of the United States of course but to professionals in that field of call services.

  • Cally parkar

    Thank you so much Dr. Monger. your this article is to much use full for me to improve guilty.