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(5 Ways to hear the VOC (Relationship Tracking, Interaction Monitoring,…
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5 Ways to hear the VOC
(Relationship Tracking, Interaction Monitoring, Continuous Listening, Project Infusion, Periodic Immersion), Interaction Monitoring
(Surveys after each and every touch-point with customers, Provides direct feedback to/about frontline staff, Spots problematic trends, E.g. A customer code printed on the receipt incentivises customers to participate in the survey (TK Maxx for instance have a £1000 prize draw amongst those who complete the online feedback survey), E.g. Mystery shoppers), Continuous Listening
(Real-time market research, Executives get to hear what customers say in their own voice; emotions, issues and concerns (BT example), Helps to identify early problems, E.g. call centre managers listen in to calls once a month, some random, some targeted), Periodic Immersion
(Participant observation, Executives spend time with customer-facing staff, with the aim of identifying ways they can change company processes/rules in order to serve customers better, E.g. Masterlock realised people don't care about locks, but they care about what their locks protect (bikes, sheds). This observation was picked up while companies watched customers as they searched stores for locks), Project Infusion
(Ensure customer insight is incorporated in each project, Innovation Capture - encourage customers to submit ideas to the organisation to inform new product development, Ethnography - (observational research)
E.g. Kelloggs observed their customers and noticed they didn't only eat cereal at breakfast - and launched 'Krave', a "good night snack"), Relationship Tracking
(Generally done through questionnaires and surveys, Typically conducted periodically (e.g. quarterly), E.g. Satisfaction surveys, NetPromoter), Definition
(The in-depth process of capturing customers expectations, preferences, aversions and feedback about their experiences., It is a mechanism for how to get customer information into a company))