Demystifying Voice of the Customer: A How-To Guide KYLE GROFF, Qualtrics (formerly JetBlue)

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3. Demystifying VoC:
A How-To Guide
SM

4. Kyle Groff, Ph.D.
Principal Consultant, Customer Experience
Qualtrics (Formerly JetBlue)

5. o What does this mean to you?
o Assumes practitioners know
what to do with this
o Assumes practitioners know how
to actually build a cx program
The ultimate
question

6. Ask questions
View metrics
Take action
How to build a
customer
feedback program?

7. What do I
measure?
How do I
measure it?
Now what do I do
with these numbers?
The WHN Model
WHAT HOW NOW

8. 1. Map it out
o Create a customer journey map —
an outline of the customer journey
broken into major touch points
o Consider multiple points of view
o Cluster into major touch points
WHAT
DO I MEASURE?
HOW
NOW

9. 2. Develop Channels
o Decide how to collect data at
each touch point
o Ensure you cover all major
touch points
o For surveys, create more
questions than you plan on using
WHAT
DO I MEASURE?
HOW
NOW
Image Source: freeenterprise.com

10. Image Source: freeenterprise.com
3. Test Format
o Test channels with 300-400 customers
o Revise buckets based on feedback &
analysis of items
o Aim for less than 20 quantitative
questions in any single channel
o Conduct focus groups to examine
content & flow
WHAT
HOW
DO I MEASURE IT?
NOW

11. CEO
Marketing Product Web
EVP
4. Reporting Levels
o Identify reporting levels
o Work from macro to micro
o Create data flow diagram
WHAT
HOW
NOW
WHAT?

12. 5. Goals
o Tie incentives to CX metrics
o Make them specific to each area
WHAT
HOW
NOW
WHAT?
Image Source: freeenterprise.com

13. 6. Action Process
o Develop root cause process
o Make insights actionable
o Leverage text analysis to go
beyond quantitative data
WHAT
HOW
NOW
WHAT?
Image Source: freeenterprise.com

14. Q&A