Over the last decades, globalization and digitalization have created a broken link between the employees who deliver products and services to the market and the consumers who buy and use them. The whole point of a CX transformation is to bring customers and employees closer and try to reconnect them.
A connection is - by definition - a relationship in which a person or thing is linked or associated with something else. This implies a two-sided relationship.
Customers are now omnipotent gods: they are glad to say what they think and feel about your brand, products, services or experiences, or even suggest or co-design future opportunities with you. Most companies now tend to agree on listening to what customers have to say. But they still hardly act or respond!
Asking for feedback and sending customer satisfaction surveys are not a new thing: it has been done for decades using different means: call centers agents, paper forms, online surveys, Interactive Voice Response (IVR) etc.
But these means are no longer sufficient when you intend to get closer to your customers:
This is why, any company running a CX transformation should look into Customer Voice Systems (also called customer feedback management systems). Customer Voice Systems (CVS) are the cornerstone of a CX transformation as they allow you to collect real-time customer feedback anytime and anywhere.
This allows you to get a massive amount of feedback and valuable insights to better understand the root causes (the “why”) behind the symptoms (the “what”).
But, believe me, there is nothing worse than asking for customer feedback and then doing nothing about it (it’s the same for your employees btw). It is then just a one-sided connection.
Customer Voice Systems are not just survey tools, but powerful customer feedback management systems. Switching from a one-sided to a two-sided connection requires closing the loop (listen / analyze / act / repeat).
At the end of the day, CVS will drastically increase the number of collected feedback (more channels, more surveys like post-interaction surveys etc.), so you will need to be ready for this.
Here is a non-exhaustive list of things to consider when implementing a Customer Voice System to actually be able to close the loop:
For this reason, implementing the voice of the customer within your company should be considered as a dedicated program part of your CX transformation journey. It requires different stages of maturity to be able to perfectly embed customer feedback management into your culture, systems and processes. But you shouldn’t wait to reach the highest level to close the loop, even if it is really basic stuff at first (ex: send a thank you email and explain what you do with the feedback.)
Closing the loop makes customers feel that the feedback they gave was worth their time, because someone was listening. It not only lets customers know that you have heard their feedback but also brings the customer’s voice right inside the organization. Employees get a direct line to the people they are serving, which is the best way to increase their engagement!
So again, please don’t listen to your customers if you will not act!
Consulting & Innovation Director – SQLI Switzerland
Previously in the CX Hard Truth Series:
Episode 1 : "Ooh, Ooh Pain Is So Close To Pleasure”: A CX Lesson From Freddie Mercury"