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Embracing the VoC will make the difference between success and failure for many organizations over the coming years."
Gartner 2010

It is widely acknowledged that Voice of the Customer programmes are becoming increasingly recognised as key components of not just customer service efforts, [link widoczny dla zalogowanych] but also in strategic decision making. [link widoczny dla zalogowanych] In this [link widoczny dla zalogowanych] article, we outline our top VOC trends for the [link widoczny dla zalogowanych] coming year.

1. Customer Insight With Voice of the Customer programmes crucial in improving the customer experience, companies will increasingly start to use insight created from the analysis of feedback to drive strategic decision making.

2. [link widoczny dla zalogowanych] Voice of the Employee At last companies are starting [link widoczny dla zalogowanych] to understand and appreciate the role of their employees in building customer loyalty and improving the customer experience. Call Centres will increasingly be manned by employees trained in customer service, equipped to deal [link widoczny dla zalogowanych] effectively with customer issues.

3. Multiple touch points It is now critical for companies to offer [link widoczny dla zalogowanych] their customers the same experience regardless of which channel the customer chooses to communicate in - whether via the Web, by phone, email, text or completing a survey. Companies should determine which are the key channels for their customers, and then make sure that they can offer the same level of service at every customer touch point.

VoC-focused technologies will become critical investment areas for many organizations during the next [link widoczny dla zalogowanych] five years.
Gartner 2010

4. VoC Hub By placing VoC at the centre of the business, VoC Hub solutions enable integration with key business systems such as financial and operational data. This then ensures action is taken to improve service and communicate to both affected customers and organisational departments.

5. Closed Loop Feedback Individuals empowered to resolve problems must ensure that the customers query is resolved, dealt with efficiently and communicated back to the customer closing the loop and leaving the customer satisfied with his experience. As a result, organisations can quickly and effectively turn difficult situations into an opportunity to enhance the customer experience and [link widoczny dla zalogowanych] strengthen the relationship.

6. Role-Specific Reporting By providing the right people with the right information, employees can see customer feedback and importantly, act upon it to resolve issues. Managers will see different reports from front-line staff; directors will see reports relevant to the information they need to be able to act.

71% of business leaders believe that customer experience is the next corporate battleground
Shaw and [link widoczny dla zalogowanych] Ivens

7. Linking Key Performance Indicators to employee performance - This will incentivise employees [link widoczny dla zalogowanych] involved in the VoC programmes to focus on improving the customer experience.

8. Actioning feedback - In a market where 70% of companies who collect customer feedback fail to respond to customers, it is becoming essential to drive action and learning from a Voice of the Customer programme.

9. Root Cause & Pattern Analysis Voice of the Customer programmes will be used to their full potential when integrating tools such as root cause analysis and pattern analysis. These allow managers to spot trends emerging from customer feedback, linking these in with other key company data and providing invaluable insight which can then be used to form special projects, or to enhance strategic decision making.
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