Steve Mast, President, Delvinia, delivered the following presentation at the the company's Voice of the Customer Roadshow, held in Toronto on June 21 and presented in partnership with Confirmit and AskingCanadians.
Historical Data Support tickets Order history Contact Data Contact Information Lead source Win/Loss Evaluation Customer Satisfaction Support Experience Social Media Conversations Product EnhancementVoice of the Customer Data Feedback
TRUTHBrands suck at creating engaging feedback experiences.
Actively and explicitly invitecustomers to speak to you.And it won’t kill you to makethe experience engaging.
What docustomers wantin return for theirfeedback?
Create an environment inwhich your customers canfreely speak theirminds, positive or negative.Look for ways to create a twoway dialogue.
Do customers careabout the feedbackexperience?
customers have1in3 switched brands as a result of being frustrated with the feedback experience.
“On the Canadian Tirewebsite, I encountered afeedback survey with 34questions – and some of themgave an overwhelming numberof answer choices (22 in onecase). By the time I got to theend of the survey I wanted tokill myself. I questioned whatan online survey that was solong said about the retailer’scustomer-centricity.”Avinash Kaushik, Google
“I came,I puked,I left.”Avinash Kaushik, Google
Completion rate increased from 22% to 42%Increased in mentions regarding how easy it is to apply online
Make your VoC programconvenient and easy foryour customers. Make it partof their journey.
1. Actively and explicitly invite customers to speak to you. And make the experience engaging!2. Create an environment in which your customers can freely speak their minds. Look for ways to create a two way dialogue.3. Make your VoC program convenient and easy for your customers. Make it part of their journey.