7 tips on getting the
most from your Voice of Customer programme, no matter what technology you use. Richard Sedley

Richard SedleyCommercial DirectorFoviance

Question 1How many companies have
aVoice of Customer programme?50%+

Focus groups Online surveys Social
media monitoringOffline questionnaires User testing Out of boxing Call-centre monitoringCustomer communities 1-2-1 interviews

Question 2What’s the biggest problemwith
VoC programmes?Lack of business value

Disconnect between CX and business
results delivered by VoC Programmes VoC programme’s value in improving customers’ experience VoC programme’s value in delivering financial results 43%Extremely valuable 12% 33% Very valuable 27% 15% Neutral 30% 8%Somewhat valuable 28% 0% Not at all valuable 3% Base: Customer experience professionals who work at organisations with VoC programmes currently in place Source: Forrester Global CX Peer Research Panel Survey

Not measuring the right things
Not doing the right things toto show business value drive business value

CUSTOMER ENGAGEMENTis the best measure
of current and futureperformance; an engaged relationship isprobably the only guarantee for a futurereturn on your organisation’s objectives.1st Annual Customer Engagement Report. Published 2006

DefinitionCUSTOMER ENGAGEMENTRepeated interactions that strengthenthe
emotional, psychological and physicalinvestment a customer has in a brand(product or service)

Question 3How do we focus
on theright things to drivecustomer engagement?

ONESIX

1.Clarity &Simplicity

Would you recommend us Yesto
your Grandmother? X NoorThinking about your experience today. Select an optionOn a scale of 1-10, where 1 is negativeand 10 is positive, how likely would you beto recommend us to your Grandmother?

Tip 1.Don’t make me think.With
apologies to Steve Krug

2.Recognition & Reaction

Reward Enabling Appreciating Remembering UnderstandingListening
Recognition chain

Recognitionchain

Screen 1Would you recommend us
Yesto your Grandmother? X NoScreen 21,450 people have answered this question in the last 30 days 950 We’re sorry you’re Grandmother won’t be hearing about us. We promise we’ll try harder in the future. 550 At the moment we have 33 projects running to improve our website. Find out moreYes No

Tip 2.Recognition is the basis
of any engagedrelationship.Always provide feedback on the feedback.

3.Integrity & Service

Screen 1Would you recommend us
Yesto your Grandmother? X NoScreen 2Oh no.Previous customers that haven’t • How to sign up • Changing contractwanted to recommend us have • How to top-upfound these usefulIf you can tell us a bit about whyyou wouldn’t recommend us we’lltry and improve. Send your comments to us

Tip 3.Approaching VoC as purely
an insightprogramme is a wasted opportunity.Incorporate help, advice and potentiallyentertainment into your programme.

4.Glide & Flow

Flow highA psychological Arousalstate where
aperson is fully Anxiety Flowimmersed andfocused on anactivity or task. ChallengeMihály Worry ControlCsíkszentmihályi Apathy Relaxation Boredom low low Skill level high

Would you recommend usto your
Grandmother? Flip for YES / NO

Variable reinforcement highCreate outcomes,small or
large, withoutbeing able to predict Variable intervalswhat action is going to Variable rewardsbe able lead to thatoutcome. Engagement Fixed interval Regular reward low short Time long

Tip 4.Sometimes engagement is about
tunnellingfor ease of use, sometimes it’s aboutchallenge.Don’t be scared to treat customersdifferently and reward them randomly.

5.Seduction& Delight

INCREASING MOTIVATION PsychologyREMOVINGFRICTION Usability Joshua
porter

Would your Granny love a
big kiss from us? No, she’s gone shoppin’ Sure thang, pucker up

Tip 5.Sometimes people find things
they enjoyeasy.Make your VoC programme the best thingabout your company?

6.Ambition &Innovation

Would you like us to
super X Yescharge your Granny? No

Tip 6.Customers want to know
they are engagingwith a best of breed company.Use your VoCP to represent your company’sbrand values and express aspiration – yoursand your customers’.

Clarity & SimplicityRecognition Integrity& Reaction
& Service Glide Seduction & Flow & Delight Ambition & Innovation

Tip 7.Make your Voice of
Customer Programmeless about ‘research’ and more about‘engagement’.Create a customer-centric VoCP in orderto maximise business value

Richard Sedleyrichard.sedley@foviance.com@richardsedley