A voice of the customer(VoC) program can be an integral part of delivering great customer experiences as long as the focus remains on understanding what to improve and how.
Voice of the customer programs are helpful in tracking customer complaints, choices and generally negative impressions. This is useful information if you know what to do with it. Monitoring customers and anticipating their intent is important but doing something with the information–quickly– will create more value for customers and shareholders than just focusing on getting the data.
The best VOC programs report human emotional responses as well as activities that can be counted. There is new observational technology such as video capture, motion sensing, text analytics and eye tracking that help uncover patterns in big data. Businesses that approach big data in this way are able to improve service and lower cost at the same time.
Improving the customer experience using data derived from a VoC program assists with continually tweaking the details that go into delivering the experience. It is possible to get a clearer picture of who your customers are and even a glimpse into desires that are going unmet in the market today. Being able to anticipate needs provides an edge in a competitive market.
There are other ways to gather data and insight into the customer experience, mystery shopping and journey mapping to name two. Regardless of how you collect the information, the important take away is to use the information in a holistic way integrated into experience design, service design and business design.