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We all want to be leaders of our industry.
Thing is, you can have the best product or service in the universe, but if customers have a bad time interacting with your brand, then you’re staying firmly planted in the dust.
It makes sense then that the single-most important factor that determines competitive advantage nowadays is increasingly—you guessed it!—customer experience.
Thing is, nobody—nobody— becomes a leader of their industry without listening to consumers.
That’s where Voice of the Customer (VoC) comes in. Voice of Customer is getting to understand the wants and needs of customers in their own words.
The parameters are up to you: whether you’re measuring their expectations, their needs, what they’d like you to improve—the list goes on and on. And the insights, when kept in context and acted on appropriately, can increase your bottom line tremendously.
But if administered wrong, your attempts at garnering VOC data can repel people from your brand. Ouch.
Overly long surveys or those that are boring or administered at the wrong time in the customer journey can have potentially loyal customers rolling their eyes and moving on.
So while in the end you’re simply listening to the voice of the customer—that’s easy— you first have to convince them to answer the questions you want them to answer—that’s not so easy.
Down-in-the-dumps VoC survey response rates can be discouraging. Thankfully, some easy changes in how you approach surveys can, if made early on, boost the quantity and quality of information you glean from the ever-precious customer into the stratosphere!