Why Legacy VOC Metrics Fail To Provide The Insights You Need To Succeed

Given its importance, there are several businesses that measure CX (Customer Satisfaction) for their brand, normally through VoC (Voice of the Customer) programs.
Now, VoC programs often provide top-line information, such as metrics like NPS (Net Promoter Score) or CSAT (Customer Satisfaction) metrics, which provides an incomplete vision. That means while you can track if these vital scores in your easy to use CRM have gone up or down, it is not just possible to find better insight by looking ahead of them and view why they have altered.

While, it is possible to conjecture what has caused these changes by correlating these findings with external factors, like if your website has crashed or main distribution center has closed unexpectedly, you will certainly see a drop in metrics that measures your brand’s CX, most satisfaction scores cannot link and explain major variations in the metrics as it cannot link the findings to these individual external changes with certainty.

Therefore using traditional VOC programs with easy to use CRM software lets you see what is happening, but unfortunately not why the metrics that determine your brand’s CX are changing, which decreases your ability to improve the CX and also show encouraging ROI from the VOC programs of your company .

According to Temkin Groups (a customer experience research, consulting, and training firm) even less than 24 percent of businesses feel that they are making necessary changes to their brands based on their VOC programs.

So, how can brands transform their VOC programs?

The answer lies in the fact that modern businesses need to take a more matured move while implementing their VOC and focus on factors which include:

Analyzing all interactions

Just solely relying on VOC feedbacks provides an incomplete picture that can never reflect the reality, as it captures only the data that customers fill in VOC surveys using easy to use CRM that can be skewed to the very upset and very happy customers.

Moreover, focusing just on structured VOC data collected in the CRM database ignores all information available from customer interactions, such as when customers make contact through social media, chat, or emails.

Analyzing at scale

Brands interact with their consumers thousands of times every single day. In the past, the sheer magnitude of data collected in the business software applications which was spread over different channels made it tough to find a complete 360-degree view of the level of the customer’s satisfaction with the brand.

Hence it is most essential that businesses nowadays need to break down silos and capture all their customer-facing communications and interactions in an all-in-one easy to use CRM software if they want to understand and evaluate why customers are acting in a particular way.

Analyzing what customers actually say

Traditional VOC surveys done with legacy CRM software platforms, focused on quantitative metrics and numbers as these were easiest to analyze.

Now reading through qualitative data such as qualitative answers and free texts was a time consuming, often conducted through a manual process which made it difficult to accomplish, especially at scale.

However, in the modern times using easy to use CRM software platforms with integrated Text Analytics and AI (Artificial Intelligence) technology businesses can look at these qualitative data of VOC programs collected in the CRM database, which aids in particularly understanding the emotions of the customers, even within multiple digital channels and across thousands of messages.

This is because; finding out the reasons why customers are behaving in a certain manner is just the first step in improving your customer satisfaction score.

CX involves multiple teams, right from marketing, sales to support and hence businesses needs to deliver the right results to the right team within the company in order to provide them the appropriate insights to manage the brand’s CX, following which they need to close the loop, implement strategies for improvements and thereafter check that they have fixed the problems in CX through further analysis, since this is what that delivers measurable and real ROI from VOC programs using easy to use CRM software.

Conclusion

Therefore, as CX is the number one differentiator between the popularity of brands, rising customer expectations means that customers want to see constant and persistent improvements in the experience they receive from brands, which only by looking behind at CSAT scores can organizations find this deeper insight that brands need to drive rapid business growth.