Capturing customers’ expectations, aversions, and preferences—i.e. listening to the voice of the customer (VOC)—is table stakes for most organisations today. It has proven to help organisations retain customers, build better products, deliver better services, and systematically understand customer experience to drive meaningful change.
Most customer experience leaders say they have active voice of the customer (VOC) programs in place. They track NPS, ask customers to complete post-interaction surveys, and employ speech analytics. But too often they are not really listening.
Customer loyalty programs are at their core tactical mechanisms for altering the behaviours of specific customers. The behaviours you most want, however, might be quite different, depending on your business model and competitive situation. If you can’t now identify your customers across channels or stores or business units, a loyalty program can help you do that.
The at-home environment has put digital, convenience and proactive service into hyper-drive. This applies to sales as well as customer service. Inside sales associates are turning to new ways to meet and beat sales targets.
Businesses in every industry are continuing to deal with the effects of COVID-19. With many previous predictions on the economy now registered moot, experts are now weighing on what it means to deliver relevant customer experiences.