VoC begets VoC

I’m always championing active use of your Voice of the Customer (VoC) insights.  After all, I say, if you’re just collecting your Customers’ insights but not doing anything with them, that’s a huge waste of resources.  Normally when I talk about that, I’m referring to the importance of having a robust and enterprise-wide Process Engineering (PE) function within your company:  A group of process experts whose job it is to take those insights and put them to use improving and updating your procedures, processes, and policies so as to better align your Customers’ experiences with your Brand Promise.  It’s the engine of your CX function; it’s what makes all that effort worthwhile in the first place.

But, did you know you can also use your VoC insights to inform…your VoC work itself?  When you gain insights about gaps between your Customers’ experiences and your Brand Promise, surely you’re feeding into the bigger CX ecosystem with direction on where to improve your processes.  But you’re also offering insights into what better questions you can ask within your VoC program itself.  Although you need to have more going on than just surveys, usually they’re the biggest (and most visible) part of the VoC program.  But surveys aren’t usually all that dynamic.  It isn’t often that brands crack them open and update the questions they’re asking.  That’s a shame because with the freedom that many survey vendors allow for their clients these days, updating and changing your survey questions is often relatively simple. (more…)

By | 2021-11-10T15:52:56+00:00 November 10th, 2021|Categories: Consulting, CX Strategy, CX Thoughts, Measures & Metrics, VoC|0 Comments

What do you want on your Tombstone?

Do you remember the old commercial for Tombstone Pizza?  The tagline was, “What do you want your tombstone?”  (By the way, if you clicked through and it’s driving you crazy, the character actor is a fellow by the name of Oliver Muirhead, and if you also share my obsession with Seinfeld, he played Lubeck the pastry appraiser in the episode “The Frogger” who told Peterman that he could get an Entenmann’s—who do not have a castle in Windsor—in the display case at the end of the aisle.)  Dark humor aside, it made me wonder how we sometimes gear our VoC programs to hear what we want to hear, and as a result, back our Customers into a corner.

Let’s take a deeper look at that. (more…)

By | 2021-10-20T15:20:38+00:00 October 20th, 2021|Categories: Consulting, CX Strategy, CX Thoughts, VoC|0 Comments

Let’s ask better questions

With text analytics and artificial intelligence and sentiment analysis, technology has really moved us into a new world of possibilities when it comes to understanding our Customers’ feedback in a variety of formats.  I’ve seen some pretty amazing uses of this new world of business analytics and high-level number-crunching.  The way some software out there is able to analyze and synthesize even unstructured data is pretty mind-blowing.

So why are we still doing VoC the same way? (more…)

By | 2021-09-09T12:45:59+00:00 September 1st, 2021|Categories: Consulting, CX Strategy, CX Thoughts, VoC|0 Comments

Just stop with the KPIs already

Okay, so this is going to be controversial.  Scandalous, even.  But I’m going to come right out and say it:

Please stop with the KPIs.  Just quit it already.

Whether you’re using NPS, C-SAT, CES…whatever it is, you’re only hurting your own CX efforts.

And I’ll tell you why:  Because you’re not getting anything out of it.  Not out of your top-line metrics, at least.  If I ask you what your NPS tells you, you can probably go on about Customer loyalty, likelihood to repurchase, share of wallet, and many other great things that have come out of white papers and case studies over the years.  That’s awesome, and I’m sure the entire leadership team is intrigued.  You may have even validated those academics with evidence from your own organization. (more…)

By | 2021-06-30T14:56:25+00:00 June 30th, 2021|Categories: CX Strategy, CX Thoughts, Leadership, Measures & Metrics, Process Engineering, ROI of CX, VoC|0 Comments

Is NPS right for you?

Does NPS make sense for you?

Let’s try this thought experiment:  Say you’re a plastic surgeon, specializing in a bespoke and specific sort of work that’s…um, shall we say, personal in nature.  Naturally, all plastic surgery is by definition personal, but I mean that your specialty is the sort of thing that people…just don’t talk about, whatever that may be.  No, I’m not thinking of anything in particular myself.  And yes, I’m sure this sort of thing exists.  Based on this business model, what do you think the likelihood would be of any of your Customers discussing their procedures (and your work) with other people?  Obviously, they’re unlikely to initiate such conversations themselves, but also based on the intimate nature of the need, I don’t imagine “friends and colleagues” of theirs—who might also have use for it—would ever raise the topic themselves either.  Even if they’re extremely pleased with your work (and perhaps even more so if they are), your clients are not likely going to recommend your services to friends, family, co-workers, etc.  Here’s an obvious place where NPS would make no sense as a metric for you. (more…)

By | 2021-05-11T14:42:43+00:00 May 11th, 2021|Categories: CX Strategy, CX Thoughts, VoC|0 Comments

CX for SaaS

I’ve done some work with some folks in the software as a service (SaaS) space and have lots of colleagues and friends who are also working there.  Whenever I talk with them about Customer Experience, I always chuckle when the conversation turns to the Voice of the Customer. (more…)

By | 2021-04-06T15:14:52+00:00 April 6th, 2021|Categories: Consulting, CX Strategy, CX Thoughts, VoC|0 Comments

Maybe you are already “doing” CX

“You’re soaking in it.”  Do you remember that commercial for dishwashing soap that was supposed to be so incredibly good for your skin that the lady who’d gone in (to see Madge, remember?) for a manicure was unknowingly enjoying its benefits, thinking she was dipping her fingers into some wonderful skin tonic?  Or have you heard the concept of fish not realizing they’re wet because they’re surrounded by water? (more…)

By | 2021-02-16T16:20:58+00:00 February 16th, 2021|Categories: Consulting, CX Culture, CX Strategy, CX Thoughts, Leadership, Process Engineering, VoC|0 Comments