While a typical call center handles a wide variety of customer interaction through a variety ofchannels, its ultimate goal is to retain the customer by providing quick call resolution and outstanding customer experience. However, how does a call center judge one’s performance in those metrics? Simple, the one and only judge of the performance can be the customer. That is why it is essential to listen to the customer’s opinion.
Voice of the Customer is considered as the fundamental component of achieving your customer retention goal. When done right, VoC gives you a fair idea of customer’s expectations, experiences, and feedback from on-boarding to successful execution and beyond. It includes such a vast amount of interactions and touch points between your company and its customers that it becomes hard to capture VoC successfully.
Thanks to modern technology, it is now possible for businesses to get customer feedback after each interaction, gather insight, aggregate the result, and finally, act on the input.
A business-initiated customer feedback tool like a customer survey after any such interaction can help businesses gather valuable insights about the satisfaction and sentiment of your customers. It also helps you anticipate your customer’s expectations, their pain points, and their suggestions.
Types of Voice of the Customer Surveys
These Voice of the Customer surveys can be administered in many ways. The most common of them are:
1. Interaction Wrap Up Surveys
As the name suggests, interaction wrap up survey typically happens at the end of a call. In this type of survey, an agent seeks feedback immediately at the end of an interaction. It allows you to capture immediate feedback on the experience your customer had. This type of survey generally has very high participation. However, as a live agent administers the questions in this survey, it becomes costly.
2. IVR Surveys
IVR surveys take place after the call is concluded. After the interaction, the customer is directed to an automated system that collects the feedback by asking some questions. These surveys are the most common form of VoC surveys. Fusion uses IVR VoC surveys to get feedback on the customer’s experience on each interaction.
3. Non-Voice Surveys
In this type of survey, the customer receives an email, chat, or text message after an interaction, which asks a few questions about the quality of the interaction. Email surveys have a better participation rate than IVR surveys. Survey via text message or SMS have the highest participation rate, but to date, not many businesses have adopted text messages as a VoC survey channel.
Analyzing the VoC Feedback: Customer Analytics
If you are planning to act on the feedback from your customers to improve customer experience, then collecting those feedback is just the first step of the journey. To gain insight from those feedbacks, you need to use analytics to aggregate customer feedback.
Analytics will also provide you dashboards that highlight the crucial aspect of the information and provide you with the ability to tie the feedback to the agent who delivered the service. When customer analytics is paired with a customer survey, it offers actionable insights for leaders and agents with minimum effort while creating a significant impact.
Uses of Voice of The Customer Surveys
So, how can Voice of the Customer (VoC) survey be used to improve a call center? Over its long experience in delivering quality customer experience, Fusion has found that a VoC survey can help call centers is more ways than one. The key uses are:
1. Making Operational Adjustments
Call center supervisors can assess customer feedback data throughout the day to decide whether instant changes are essential to improve the customer experience. It allows managers to take corrective action to train or retrain agents and make necessary adjustments to processes for a real-time impact. In a fast-paced call center environment, it is essential to do this every day.
2. Making Quality Improvement
VoC feedbacks can be used for quality improvement and other strategic purposes. Management and quality personnel can use the feedbacks to conduct more in-depth analysis to discover recent trends, unearth issues, and find solutions. Keeping long-term improvements in mind, the data can be used for personnel development and process changes in the foreseeable future.
3. Recognizing Success
Customer feedback can also help you recognize the success of your call center agents. When an agent receives a high score in the survey, your management can acknowledge it with a congratulatory mail or an award. It will not only boost the agent’s performance but also will improve others to do better.
A well-designed VoC survey program via a call center can help your business retain customers. If you act upon the insights you gather from the feedback, you will not only be able to improve your call center processes but will also be able to keep your customers loyal to your brand.