Voice of the Customer: The Questions to Ask
Businesses are often aware of the importance of the voice of the customer. However, asking the right questions is significant to ensure you capture all feedback and requests. The Voice of the Customer can be a significant driver in maintaining brand loyalty, so your customers keep coming back to your brand for your offerings. It helps understand if your customers are really satisfied with what you offer.
Understanding the Voice of the Customer
The Voice of the Customer (VOC) refers to the needs and expectations of your customers. It’s an all-encompassing term that includes customer interactions from across touchpoints in their journey. VOC goes beyond customer likes and dislikes to create a data-driven comprehensive picture of who your customers are, what they ultimately want, and how they want it.
Understanding the VOC can help create detailed user personas, which are invaluable for businesses. VOC can help businesses gauge customer sentiments and experiences.
What Questions to Ask Your Customers?
Some important questions that brands need to be asking their customers include what customers have been looking for, the pain points they face on a day-to-day basis, and what prevents them from purchasing your company’s products.
It is also imperative to know if customers are satisfied with the customer service the company provides. Customers might be struggling with long and delayed resolutions to after-sales problems, for example.
Companies should also strive to understand what customers would want to be included in their products and services. When developing questionnaires, companies should consider customer interactions along all points in the customer journey. What payment options do your customers prefer when they make purchases? Would they like additional payment methods to be added? What features do your customers find missing in your products that they prefer in other brands?
How likely are your customers to recommend your brand to others? When do your customers anticipate another purchase in the future? These are all critical questions that can serve as KPIs (Key Performance Indicators) to measure customer satisfaction levels. These can help formulate customer engagement strategies.
Harnessing the Voice of the Customer
VOC can help businesses understand how customers came to know of their products and services. Once entire customer journeys are mapped, VOC can be obtained through comprehensive data collection.
The voice of the customer can be a significant indicator of customer satisfaction levels. Businesses place key importance on the value delivered to customers, and VOC helps streamline all efforts in that direction, to ensure customer-centric frameworks are in place.
When you ask the right questions at the right time, VOC is significantly strengthened and can result in the creation of very accurate user personas that can accelerate product improvement manifold in a data-driven, scientific manner, taking all guesswork out of the equation.
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