The document provides an overview of using the voice of the customer (VOC) to develop a customer-centric organization. It discusses key aspects of an effective VOC program including capturing customer feedback through various techniques, analyzing trends and drivers of satisfaction, and taking action and monitoring impact. Examples are provided of how VOC can be used, including a telecom company that addressed billing complaints by inviting employee feedback on customer problems and taking corrective actions like advisory notices and rate changes to build trust. Harnessing customer and employee feedback through various touchpoints and recognizing contributions are emphasized as ways to continuously improve through VOC insights.

1. Using the Voice of the Customer to develop a
Customer centric organisation
10- 11th January 2017
Holiday Inn
Jacqueline Mundkur

2. Key Takeaways
of AV
- Power of social media
- One customer can make or mar your brand
- Listen when the customer is trying to tell u some thing – make amends (proactive / timely and trust )
- Smart and timely ( risk assessment )retrievals are more imp , than ever
- Use the opportunity to improve / create a business revenue stream

3. Using the voice of the customer to develop a customer centric
organisation
• Voice of the Customer , what is it about
• Choice ofyour VOC Program , how to decide
• “ Absorb “ & Apply in your Business for
Transformation
• Case study & Examples
• Harnessing Employees
• Harnessing the Customer Power

4. • Voice of the Customer
• Create the right situations to “adsorb “ the VOC
• Decision of what to use and what not to
• Application for Business Transformation
• Case study
• How Telecom uses VOC to stay in touch
• Harnessing Employees
• Harnessing the Customer Power

5. Voice of the Customer
• Process in Customer Service and IT for capturing
with the aim to action wrt customer expectations
,aversions and preferences in respect to the
product or service that is on offer .
• VOC is a market research technique.
• This can be proactive / reactive
• Can be qualitative and /or quantitative
• Can be administered directly or indirectly
Techniques for VOC process
• Surveys
• Observing the customer
• Group Interactions
• Development teams

6. Importance of VOC Program
Customers
The balance of power has
shifted to customers
• More knowledgeable
• More empowered
• Hyper competition
• Connected world
Facilitate
• Systematically engage
• Understand their behaviour
• Gain insight into their wants and needs.
• Identify jerky service journey and Need gaps
Impact
Improve the customer experience across relevant
touch points to exceed customers’ expectations &
ultimately increase revenue and returns

7. Ideal Features of a good VOC program
• Direct from a customer
• Sufficiently large sample - representative
• Able to provide trends
• Also allow insights of a certain newly launched initiative /
program / initiative
• What the customer feels about the service & why
• Measure of customer loyalty / retention / repeat purchase
CSAT/ OSAT
CLI
NPS
CES
• Connect multiple types of feedback across data channels
• Facilitate automatic soul searching across functions and
departments
• Ability for service retrieval – a second chance
• Should build cross stakeholder Acceptance and allow for
collaboration by measuring metrics
• Deliver business ROI

8. Creating the Best Fit VOC program for ur organisation – Internal Checklist
Key Questions
 What do we want to achieve ( start with the
Goal In Mind ) ,
 How will we measure the scuess ( KPI )
 What time and resources are we are willing
to commit ,
o Long gestation program or for now its
more “one – off “ / “flavour of the
month “ / triggered by say xx crises
Map the internal reality –
• Channel of customer interaction
• In what proportion , Should be consider
every channel of interaction or the most
significant ones ie social more imp than
brick and motor ?
• Visibilityto functional stakeholders
Assess the in house Tech capability –
• Is your platform ready for automated polling ,
if no and its important to proceed anyways ,
how would this surround platform integrate
into my CRM

9. Frame the Loyalty Questions & Determining the Scale
• How satisfied are you with ABC company ?
• How likely are you to recommend friends and family to
company ABC?
• How likely are you to continue purchasing the same
product or service from ABC company?
• If you were selecting a company from the list for the first
time how likely would it be company ABC ?
Caution !! Do not Punish or Bore the customer

10. Pre- requisite of a VOC Program
HRSales
Mktg
Fin
IT
CS
 Involve and supoort of all stake holders ( internal)
 Demonstrate the possible benefits to THEM individually
- Revenue increase
- Cost reduction
- Cross sell opportunities
- Customer centricity
- Repeats in service / first call resolution metrics
improvement
- Effective decision making in changing market scenario
- Increase of share of wallet among promotors
- Insights into the most profitable segments

11. The next step .
• Voice of the Customer
• Create the right situations to “Adsorb & Apply “ the VOC
• Decision of what to use and what not to
• Application for Business Transformation
• Case study
• How Telecom uses VOC to stay in touch
• Harnessing Employees
• Harnessing the Customer Power

12. VOC Stages
Capture
Analyse
Act
Monitor

13. VOC Stages- Capture
Channels
outcomes
Walk ins

14. VOC –Analyse thru Active Dashboards
Key metrics score card – displays
performance at a glance
Key Trends -monthly , quarterly , annual
, week end / week day , sale period
Key Drivers – Correlation analysis
between Important drivers of
satisfaction and loyalty
Historical bench marks over time
Comparative Statistics- compare across questions /
set of questions / days & seasons
Response Rates
Voice of customer ( verbatim )
significance testing between
customer groups wrt various KPIs
Drill Down reporting & Push
reporting ( thru email /
notifications )

15. VOC -Active Dash boards
Create hierarchy views
Store View
Zonal
View
National
View

16. NPS -
Customer
LTR
0-6
7- 8
9/ 10
Service
retrieval
Turn offs /
Need Gaps
Trends
Delighters /
Turn Ons
Task is to reduce thecustomer numbers who poll
0-8 and inrease 9 and 10, Monitor Scores over
time
detractors
passive
promotors
Co- relate to repeat buyers
Type of products not yet used or tried
VOC Stages- Act & Monitor

17. VOC catalyses transformation thru Engagement & Collaboration
-> Easily Accessible to all stake holders
• Marketing – for the success and reaction to a promotion , price , variant , need
gaps in a product construct
• Sales – quality of acquisition
• Customer Operations - quality of service delivered
• Self -Influencable
• Influenceable by strategy change
• Influenceable by resource outlay
• Influencable by process and policy change
• Top Management
• Sensitisation and top management commitment ( Walk the Talk ) – CEO and
CXO sponsorship
• ‘All Hands on the deck ‘approach – Every body is responsible for the customer

18. VOC Impact - Catalyses Transformation
• Sensitisation of Top Management / Function Heads
• Changes
• Policy changes
• Process corrections
• Simplifications , wastages , automation , unused / irrelevant services
• Prioritise Investments – IT , HR etc
• Measure and Correlate to course corrections of say a customer pain or turn off
• Measure of service repeats ( complaints calls , repeats calls )
• Lack of sales repeats ( I wont buy again here !)
• Promotors’ suggestions can provide “turn ons” / delighters
• Co- relate Promotors with repeat purchase
• Co- relate Promotors with high trust and most likely to invest in bundled products , time sensitive
schemes etc
• More Effective Employees –
• Reward front line who demonstrate great service experience
• Rewards and Recognition Program

19. Create opportunities keep the Customer fervor high !
 Monthly Business review meets
 Customer Day
 Newsletter – showcase significant contribution ( cross
sell / upsell / loyalty enrolments )
 Recognition at National Stage - Involve and Engage –
• Review Progress and Reward front line behaviours
• Collaborate and compete
• Celebrate wins and build stories of the business impact of
Changes
VOC - Kictstart continuous conversation to sustain
Transformation

20. • Voice of the Customer
• Create the right situations to “adsorb “ the VOC
• Decision of what to use and what not to
• Application for Business Transformation
• Examples
• How companies use VOC to stay in touch
• Harnessing Employees
• Harnessing the Customer Power

21. Harnessing the Customer Power
 Website
 App
 call
 Email
 Sms
 Social media
Account
Management
( RM / AM )
Poll @ predetermined
Periodicity
Poll post
an interaction LTR
Qs-
overall
LTR Qs-
Associate/
channel
Specific Qs
and Rating
Reason for rating /
Suggestion /
recommendation
-
LTR
Qs-
overall
LTR Qs-
RM / AM
Specific Qs
and Rating
Reason for rating /
Suggestion /
recommendation
-

22. Example - Harnessing Employee Power
Senior
management
( customer
facing and non
customer facing
functions )
All Employees
Empowerment
Feedback from
Friends and
relatives
Monthly
Outcall 3
selected
customers Feedback
Form
Send it to
forum
Review and follow up
of improvements /
rewards
Visit
Distributors Online Feedback
form
- Customer Voice
- Suggestion
- Pain
- Service gap
- Suggestion
- Time line
-
Customer
Day
Feedback
Form
Send it to
forum
@ivoc
Review and follow up
of improvements /
rewards

23. How VOC program helps convert opportunities
Back ground – Telecom Company were getting a lot of related complaints due to
the perception of wrong billing for calls to high cost destinations like Papua New Guinea ,
Congo Etc . Mostly affected senior citizens and house wives .
Frequent VOC on remarks left by Contact centre agents –
• I don’t trust iur billing any more .
• How can my mother make calls at 2 am
• How can she speak for 5 mins at the dead of night ?
Action – created an id where all employees were invited to post the problem .Of any friend or
relative who had a problem
RCA – missed call at odd hours , tendency to call back and static at the other end meant that the
metering was on
Action Taken
o Advisory - dos and donts for missed calls from unknown nos
o *Website advisory * On hold music *
o Empathy and waivers for senior citizens
o Changed the calling rates
Benefits
- Lower complaints
- Less bill reworking
- More trust
- Word of moth ( customer becomes ur month piece )

24. Final AV