voice of the customer
THE CUSTOMER POV

1. Do customers believe brands
are really listening to them?
2. What do customers want in
return for their feedback?
3. Do customers care about the
feedback experience?

Do customers
believe brands are
really listening to
them?

feel it’s
91%
important for
brands to offer a
feedback channel.

provided
69%
feedback
to a brand in
the past year.

feel that
50%
brands are
more receptive
to feedback today
than 3 years ago.

WHY?

Historical Data
Support tickets
Order history Contact Data
Contact Information
Lead source
Win/Loss Evaluation Customer Satisfaction
Support Experience Social Media Conversations
Product Enhancement
Voice of the Customer Data Feedback

TRUTH
Brands suck at creating engaging feedback experiences.

Actively and explicitly invite
customers to speak to you.
And it won’t kill you to make
the experience engaging.

What do
customers want
in return for their
feedback?

ACTION

69%
40% 31%
Acknowledge Evidence that
or reply you took Extrinsic
message action reward

Active interest in your
customer’s advice.

86%
want to hear what
other customers
had to say.

They want a two way
dialogue with the brand.

Create an environment in
which your customers can
freely speak their
minds, positive or negative.
Look for ways to create a two
way dialogue.

Do customers care
about the feedback
experience?

customers have
1in3
switched brands
as a result of being
frustrated with the
feedback experience.

“On the Canadian Tire
website, I encountered a
feedback survey with 34
questions – and some of them
gave an overwhelming number
of answer choices (22 in one
case). By the time I got to the
end of the survey I wanted to
kill myself. I questioned what
an online survey that was so
long said about the retailer’s
customer-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

VoC is PART of the Customer Journey

Make your VoC program
convenient and easy for
your customers. Make it part
of 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.

THANK YOU.
STEVE MAST
President, Delvinia
smast@delvinia.com
twitter @stevemast
www.delvinia.com
416.779.4149