Actions Speak Louder Than Words
There have been many predictions about the important part that Voice of the Customer has to play in 2011 and beyond. Ed Thomson Gartner’s leading CRM analyst predicted in 2010 that “Embracing the Voice of the Customer will make the difference between success and failure for many organizations over the coming years.”
In a market where 70% of companies who collect customer feedback fail to respond to customers, it is becoming essential to drive action and learning from a Voice of the Customer programme. According to Bruce Temkin, “The main value of a VoC program is to affect what a company does; to make it more customer-centric”.
Customer expectations of even receiving a response to a query are often so low, that those who see results from their interactions or communications will likely become more loyal in the future, and will consequently be more likely to recommend the company to others. McKinsey’s research into the role of call centres to leverage customer satisfaction has shown that “dissatisfied customers whose complaints are taken care of, are more likely to remain loyal, and even become advocates than those that are ‘just’ customers.