Welcome to our latest edition of Realise Quarterly News.
After our launch last year of our new, state-of-the-art Mystery Shopping software, we are pleased to bring you another development that will give our clients access to the best technology for a real-time Voice of the Customer program.
In our current reality of customers being able to share their experiences – good or bad - with thousands of people in a matter of seconds, it is crucial to provide customers with a feedback mechanism that allows them to share their feedback in a constructive manner.
Their thoughts, opinions, assessments and ratings are also gold for organisations truly interested in making customers’ needs central in their offer. Our new Voice of the Customer capability allows you to bring your customers’ feedback – from a variety of sources – into one real-time dashboard to measure, monitor and respond.
I encourage you to take up our offer of free program set up to get your Voice of the Customer program off the ground in the coming months.
Katie Miles, Managing Director
Snapshot of our VoC Program
Our VOC system will help you understand and improve the customer experience by assessing overall satisfaction and loyalty levels through a variety of customer experience metrics, depending on the desired outcome of the program. It will help you identify and understand strengths, opportunities and customer pain-points, and can even close the feedback loop between management, customers and frontline staff.
Our real-time, flexible dashboards allow you to zoom out to see the big picture, or zoom in to examine the detail. The dashboards can be set-up hierarchically, allowing different people within the organisation the ability to view the data which relates to their role and compare their results with a benchmark.
The programs can be periodic, giving you a read on customer sentiment at a specific point in time; or ongoing, continuously collecting feedback to track customer response to various initiatives.
A variety of methods can be used to invite customers to participate.
VoC Program Elements
Any or all of the following can be used to capture customer feedback and fed into one dashboard to give you a fully rounded view of what your customers are saying.
- Email invitations to customers on your loyalty database or following a transaction in store
- In-Store Pull invitations to customers following a transaction
- Website pop-up invitations to customers following a transaction via your online store
- Exit or intercept survey responses captured by our trained interviewers for immediate face-to-face feedback
- Comments from call centre staff taking customer calls at your head office
- Comments from ‘Contact Us’/’Feedback’ links on your website.
Data from other sources, including your Mystery Shopping data, can be incorporated into the dashboard to complete the picture.
Why VoC?
- View, analyse and share feedback in real time
- Identify key opportunities for continuous improvement
- Reinforce company best practices based on current customer experience
- Ensure brand promises made are service promises delivered
- Identify and reach out to dissatisfied customers before they defect
- Build a base of loyal advocates at each location
What metrics should I be measuring?
As you design your voice of the customer program, you’ll need to decide which metrics will work best for you. We’ve outlined and summarized a few common metrics but we’d love to talk to you further about the metrics that would work best in your organisation.
Customer Satisfaction (CSAT) is a measurement that quantifies how well specific products, or pieces of a customer experience meet customer expectations.
The Net Promoter Score (NPS®) is based on the concept that every company’s customers can be divided into three categories—promoters, passives and detractors.
Customer Effort Score (CES) is a single-item metric that measures how much effort a customer has to exert to get an issue resolved, a request fulfilled, a product purchased /returned or a question answered.
Until the end of September we are offering to setup your VOC program for free (up to a value of $5,000), making it even more affordable to get started.
You can start the program off as small as you like, with just one or two feedback methods for your customers, and build it out to a full, multi channel, closed-loop, operational program over time.
To find out more please contact us on +61 3 9687 2360.