The document provides a guide for planning a Voice of Customer (VoC) program, emphasizing the importance of understanding customer feedback to enhance customer experience. It outlines steps for setting objectives, mapping customer engagement strategies, and selecting vendors tailored to the company’s needs. The guide also includes details on integrating feedback across multiple channels and offers resources for further planning.

1. VOICE OF CUSTOMER
A brief guide to planning your
Voice of Customer program

2. About Kampyle
Kampyle's Voice of Customer
solution puts customer feedback at
the heart of your digital enterprise,
with a complete platform that
enables you to listen, understand,
and act on feedback across all your
digital touch points (web, mobile,
email and in-store).
info@kampyle | www.kampyle.com | 1-855-KAMPYLE

3. Why is Voice of Customer so important?
Planning your Voice of Customer Program:
Prepare a detailed project brief
Define your business goals and KPIs
Map out your customer engagement strategy
Select a vendor
Contents:

4. Why is Voice of Customer
so Important?

5. Over the past few years, a dramatic shift in
the balance of power between customers
and brands has taken place; customers have
become more knowledgeable and more
empowered.

6. They expect a stellar experience in every
interaction, and an ever increasing range of
communication channels allows them to
publicize whether or not they have received it.

7. This shift in power has made
companies realize the importance of
providing a great customer
experience to their customers.

8. Gartner Research, September 2014
"89% of companies plan to
compete primarily on the basis
of the customer experience by
2016"
GARTNER

9. The Top 10 Strategic Technologies for the
Customer Experience, 2015
Voice of Customer is the #1
technology for customer
experience
GARTNER

10. In order to provide a great customer experience,
brands need to better understand their users and customers.
The most effective way to do this is with a
Voice of Customer (VoC) program.

11. A VoC program allows companies to systematically engage
with users; understand their behavior, and gain insight into
their wants and needs.

12. Armed with these insights, brands are able
to improve the customer experience across
relevant touch points to meet the
customers’ expectations.

13. Planning your
Voice of Customer
Program

14. Set out objectives,​a learning agenda and an
action plan
1. PREPARE A DETAILED
PROJECT BRIEF

15. What are your business goals and KPIs?
Do you want to increase customer retention? Overall sales? ​
Are you hoping to reduce shopping cart abandonment rate? ​
Or increase your Net Promoter Score​?
​List your primary and secondary business objectives in order of
importance​.
OBJECTIVES:

16. Each learning agenda item should be a brief, one sentence
description of your goals such as​, ​“learn why customers are not
checking out​.​”​​​
Your overall learning agenda should not contain more than
three items​, and should be in order of importance.
LEARNING AGENDA:

17. 1. What platforms will you connect to your feedback solution?
2. Who will be responsible for technical setup, reporting, replying to
and taking action based on customer feedback?
3.How will you report your findings and
recommendations? How will you route feedback internally for
replies?
ACTION PLAN:

18. 2. DEFINE YOUR BUSINESS GOALS
AND KPI'S

19. Business Goals
KPIs
Customer Personas
Customer Journey &
Touchpoints
Customer Engagement
Data Integration
Closing the Loop
A complete planning guide is included in our VoC Toolkit. Download it on slide 24
Use our planning guide
to help you define:

20. 3. MAP OUT YOUR CUSTOMER
ENGAGEMENT STRATEGY

21. CX Performance Measurements: Total sales / NPS / CSAT / Task
Completion / Customer Feedback click through rate / Customer
reviews
Customer journey feedback touchpoints: Landing page / Login /
Checkout
Customer engagement: What do you want to know? How
will you phrase it? Will the questions be True/False,
Dropdown, Free-form
Closing the loop: Automated personalized emails,
redirect customer to a specific URL, show custom
coupons
Data Integration: CRM / Web Analytics / Marketing
automation

22. 4. SELECT A VENDOR
Consider what questions to ask when evaluating
which program is best for you

23. Can we embed your feedback solution on our website and our
service?
Can I completely customize the look and feel of the customer-facing
aspects of the solution to fit our branding guidelines?
Which grading scales does your platform support?
Is customer feedback reported in real time?
Do you support integration with third-party analytics platforms?
Which ones?
Are there any limits to the amount of feedback we
can collect?

24. Voice of Customer Project Brief
Voice of Customer Planning Guide
The Customer Experience Cheat Sheet
Vendor Review Checklist
For a detailed guide, download our 2016 Voice of Customer
Toolkit which includes:
Click here to download the
2016 Voice of Customer Toolkit
pages.kampyle.com/2016­voc­toolkit
Thanks for reading!

25. Try NebulaCX,
our market-leading VoC platform for free
nebula.kampyle.com/free­trial
CLICK HERE
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