5 Ways to Get to the Actual Voice of the Customer

Businesses rely on post-call surveys that measure KPIs, such as Net Promoter Score (NPS), earnings per share and customer satisfaction (CSAT), to gather customer feedback. However, in today’s fast-paced world, customers are too busy to put their focus and energy into answering even the simplest of surveys.

Data tells us that, on average globally, that less than 4% of customer interactions result in completed feedback by the customer. More and more, we hear from our customers that surveys just aren’t cutting it for accurate and timely insights. Maybe it’s time to change your approach. Here are five ways to gather feedback to help you reveal the real VoC.

1. Make questionnaires short and sweet: Filling in surveys with a long list of questions is time-consuming, not to mention annoying. Take extra care in creating clear, concise and to-the-point questions to avoid your survey being snubbed.Establishing who you send the survey to is also important so that you can ask the right people the right questions. As a cherry on top, offer rewards. Customers are happier to provide feedback if they know they’ll get something in return.
2. Don’t solicit reactive customer feedback: Data tells us that the first technique will only give you limited results and skewed data. No need to invest your time in creating surveys when all you get in return are half-hearted replies and vague answers. Focus your attention elsewhere, such as your company’s social media pages or customer service emails, for example, where you can find comments, inquiries and suggestions about your products and services directly from customers.
3. Listen to unsolicited feedback. It’s your best source of customer feedback: Calls from customers can be terrifying sometimes, especially when they’re full of complaints, grudges or opinions of what should and shouldn’t be done in your company. But listening to, understanding and analyzing these phone calls can earn you great rewards. Using audio sources from phone conversations between your customers and agents or company representatives to build your VoC. This way, you’ll know what they’re really saying, thinking and meaning. Then you can make better, more informed decisions.
4. Use the proper tool to harness VoC: Until recently, mining and harnessing information from hundreds of thousands of voice data recordings was impossible. Fortunately, with the advancement of technology, modern processing engines can streamline data automatically and inject it into a comprehensive visualization platform. Call Journey, a thought leader in the voice and analytics space and a Genesys global speech analytics partner, brings the latest in artificial intelligence (AI) and Natural Language Processing together to create a conversation analytics ecosystem. The technology converts large volumes of audio from voice conversations into searchable text that can you can sort by tone; recurring keywords and phrases; emotion; sentiment; and more. Using this solution, businesses can monitor and analyze 100% of their voice conversations instead of just a small sample. They also can track compliance, agent performance and measure customer satisfaction — all at a click of a button.
5. Make analytics a part of your business process: Rather than waiting months to conduct surveys, measure KPIs and wait for Net Promoter Score (NPS) results. Be more proactive and adopt voice analytics in your business process to regularly monitor risks and opportunities for your company. With a wealth of information at your fingertips in a searchable database, you can quickly identify patterns and problems. And that enables you to create plans to improve. Unlocking voice data in your organization provides significant insights into the customer experience and agent behavior. And that drive sales, efficiency and productivity as a result. It also can be used as a beneficial tool for marketing, revenue management, risk management and contact centers.

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To learn more about Conversation Analytics, visit Call Journey online.  www.calljourney.com. And find the app listing on the AppFoundry Marketplace.

This blog was co-authored by Merryl Cepe. Merryl is the PR and Content Marketing Specialist at Call Journey. She has over five years of experience as a PR Writer, working across different clients and industries. She handles the development and execution of Call Journey’s editorial content calendar in alignment with marketing lead generation campaign and events.