Customer experience has seen a rapid increase in prevalence and importance within organisations over the last couple of years. This rise has been easy to track by only observing the increasing number of job titles which include either phrases “Customer Experience” or “Voice of the Customer”.
Traditionally VoC programs have been siloed in different areas across the enterprise, a marketing department perhaps using an EFM solution to gain insight on their latest ad campaign, or the contact centre operationalizing a direct customer survey within their structure to drive employee performance.
Our solution enables our customers to listen to the direct, indirect and inferred Voice of the Customer across the whole enterprise. Experience has shown us that great value lies in listening, capturing and analysing the Voice of the Customer and operationalizing this voice across the enterprise.
Below are some examples of how our customers are gaining value across the enterprise.
- Marketing: Carphone Warehouse have utilised feedback collected by the NICE Fizzback solution in a recent radio advertising campaign which highlighted the satisfaction of smartphone users from their retail stores. They are able to leverage promoters to show potential new customers the excellent in store experience.
- Customer Retention: Information collected through VoC enables the mapping of a typical customer journey. The points where a customer is more likely to leave the business can then be identified and the experience can be improved accordingly.
- Customer Recovery: Customers who give negative feedback and are acting in a manner in which they may leave the business are identified and can then be proactively reached out to, to ensure that they are recovered. This not only results in retained business and revenue, but could in turn mean they are transformed into an advocate of the company.
- Human Resources: Employee surveys can empower your staff giving them a voice to improve their working experience. Ultimately happier staff results in happier customers and a better experience.
Above I have covered just a small number of examples where value can be brought to the business. This is without mentioning the touchpoints that VoC can impact (the contact centre, retail (direct and indirect), online, field services etc.). By imbedding VoC within your organisation across the whole enterprise you can positively impact the whole customer experience. You can’t manage what you can’t measure!
Natasha Holroyde
For more info on the NICE Fizzback solution visit www.nice.com/fizzback