Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Study predicts evolution of VoC programmes

The research report, entitled 'Prepare For Next Generation VoC Programs', showed that when fully implemented, these programmes provide highly tailored customer insights to employees across an organisation.

Temkin Group identified six critical competencies for VoC programmes: Detect, Disseminate, Diagnose, Discuss, Design, and Deploy. It turns out that less than one-quarter of companies with VoC programmes have developed strong skills in each of these areas.

The research uses Temkin Group's VoC maturity model to identify where companies are along a spectrum of five levels of maturity. Only 5% of VoC programmes have reached the highest level of maturity, a stage called "Transformers" while 46% of these programmes are in the two earliest stages of maturity: "Novices" and "Collectors".

"Companies have been surveying their customers for years, but leading-edge voice of the customer programmes go well beyond those efforts, taking those practices to an entirely new level," explained Bruce Temkin, author of the research and managing partner for Temkin Group.

The report shows that VoC programmes are going through major changes. Rather than focusing on collecting feedback, these programmes are becoming more action-oriented. When companies were asked about the sources of customer insight that would be more important in the future, social media, customer interaction history, and feedback from front-line employees were at the top of the list. Multiple choice surveys ended up at the bottom of the list.

Companies were asked about their planned activities. It turns out that large companies expect a sharp rise in the use of text mining, predictive analytics, speech analytics, and collecting feedback via mobile phones.

The research also compared VoC programmes between companies that have strong business performance and lower performing companies. It turns out that high performing companies employ more full-time VoC employees, act more on the customer insights they find, and use more analytics.

As companies take on new VoC capabilities, the research asserts that they will increasingly need to invest in Customer Insight and Action (CIA) platforms. These evolving applications automate multi-channel customer feedback, analysis, and response and the related workflow associated with closed-loop voice of the customer programmes.

The report can be found on the Customer Experience Matters blog - click here.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)