Are you listening to the voice of your customers?
Mirror, mirror on the wall, who’s the fairest of them all?
It’s your customers!
A recent Gartner report stated that “Voice of the Customer (VoC) will be one of the most significant strategic investments over the next few years.”
So, the million dollar question: where can you hear your customers? Well, everywhere, but one of the most prominent and most preferred channels is the telephone. Countless surveys support this position. Below are graphs to highlight this viewpoint.
Which methods have you used most often in the past year to contact a customer service center?
Which methods do you prefer to use to contact a customer service center?
Year-End 2012 to Mid-Year 2013, use of telephone based interactions
Source: CFI Group
The message is clear. Voice is a customer’s preferred method of contact, even among all the other asynchronous forms like social media and live chat. The voice channel then is your goldmine for customer insights, so you should start capturing them.
Parting words of wisdom: listen to your customers no matter what the buzzword of the moment is.