Driving Business Outcomes with the Voice of the Customer
By Andrew Smith
Posted in Customer Engagement
We recently hosted a webinar with Forrester’s Kate Leggett discussing how Voice of the Customer can maximize the value delivered by your contact center. And it starts by integrating this customer insight with operational data that you probably already capture.
The capability to do this at the individual call level provides extremely effective and precise diagnosis and action.
This is because it enables contact center leaders to better understand the issues that they have. Are they specific to their whole organization? Is there something consistent across a single team? Or is it just a single agent? Essentially, VoC provides the “why” behind the “what.” This operational data identifies trends, while VoC enables contact center leaders to see what is causing them.
Here are three important business outcomes highlighted in the Forrester webinar that VoC – combined with standard operational data – can help you move the needle on:
Your contact center is at the very heart of your customer experience. It’s the first line of human defense in your capacity to resolve customer issues, help them achieve their objectives, drive desired behaviors and ultimately enhance revenue.
Marrying customer feedback with broader operational data provides a significantly improved customer understanding. Acting on this information and adjusting your strategy accordingly means you deliver a service more in line with their preferences. Specifically, you are much more likely to provide deeper engagement with each interaction while also becoming more personalized in your approach. The result: a significantly enhanced contact center customer experience.
As a contact center leader, you most likely have a number of metrics that you monitor and seek to improve over time. Your VoC can help you improve performance on these key measures.
How? Again, this improved customer understanding provided by your VoC is critical. It’s this that enables you to detect and resolve issues quicker, while implementing process improvements that set you up for sustained success. Check out an ebook on this very topic if you’re interested in more on that.
Tying detailed customer feedback to specific interactions helps you determine whether issues are related to a certain agent, team or location. Having this very precise information enables you to implement training and coaching strategies exactly where you need to drive improvements.
While this in turn allows you to turn the needle on key metrics like First Call Resolution and Average Handle Time, it also enables you to maximize agent retention rates.
Employees who are provided with the necessary training to do their jobs properly are far more likely to be engaged and fulfilled in their jobs. By contrast, those who are constantly unable to solve customer issues are much more likely to consider alternative opportunities.
These are just three key contact center improvements that can result from incorporating VoC into your strategy. Re-watch the webinar with Forrester’s Kate Leggett to learn more about the positive impact VoC can have on your contact center.
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