Building an Impactful Voice of the Customer Strategy

Help Your Call Center Set the Direction of the Customer Experience and Gain CMO Support

Most companies fail to have an effective Voice of the Customer (VOC) strategy. They mistakenly define this strategy primarily with surveys, when surveys, like looking in the rearview mirror, only address a customer’s past experience, they do not allow you to address things as they happen.

There is a huge opportunity for the Call Center Director to create a VOC process that produces more actionable, timely and compelling recommendations that can be linked to the top line and the bottom line.  

The major challenge is creating a VOC that produces a unified picture of the customer experience and creates the economic imperative for action.

While most Chief Marketing Officers (CMOs) and Chief Finance Officers (CFOs) view customer experience activities as interesting but not something that provides any direct benefit to them, they do care intensely about measurable increases in revenue, word of mouth and margins.  
 
An effective VOC strategy can reduce customer attrition by 20% and service costs by 15% by moving from firefighting into a preventive mode of service.

The challenge is creating a VOC that produces a unified picture of the customer experience and creates the economic imperative for action.  Such an analysis will dramatically enhance the buy-in and support of the CMO and CFO for managing the customer experience.  Further, they will recognize the payoff of allocating more money and resources to service and quality.

This Webinar will allow you to understand the eight key factors that assure significant impact, including how-to:

• Become the effective leader of the VOC
• Produce a unified picture of the customer experience useful to the CMO and the CFO and that highlights the value of the call center
• Effectively Staff the VOC Process
• Identify where enhancements in the quality of marketing and sales can reduce dissatisfaction and customer calls
• Create the economic imperative for action by estimating the word of mouth, revenue, cost and risk implications of better service and quality
• Set priorities by quantifying the revenue and word of mouth implications of each issue
• Package the data so it is credible, actionable, humanized and non-threatening but creates and economic imperative that compels actions needed
• Track progress without having to do another survey
• Help management effectively tie metrics to incentives

Evaluate where you are versus best practice and define a strategy to take the lead in creating an impactful VOC for your organization.

Sign up now to learn in 60 minutes what you need to do to take control of the Voice of the Customer.

This Webinar has been brought to you by IQPC’s 6th Annual Call Center Summit, taking place Jan 24 – 27, in FL. For more information visit www.callcenterevent.com

Presenters:

John Goodman
Vice Chairman
Tarp