Implementing a Successful VOC Program

A voice of the customer (VOC) model involves a cycle of gathering timely feedback to optimize products, processes, and brand sentiment over time.

Steps include:

1. Targeting the audience that will provide the most valuable information based on the business question being assessed. Target audience selection may be based on segmentation, demographics, risk factors, events, or personal or business customer types.
   
2. Asking this audience the right questions allows the institution to gather feedback through relational, transactional, and clarifying intent surveys.
3. Interpreting the feedback through response analysis to identify trends and root causes.
   
4. Employ necessary corrective actions at appropriate levels: individual, office level, regional, or enterprise-wide. Voice of the customer models are only effective when the customer is “heard” and proper action is taken.

Validating that the chosen action was successful requires additional customer feedback. This makes the VOC model a cyclical process of reaching out to target audience members, asking questions, interpreting their feedback, and acting on the valuable information they provide. Expanding success requires retargeting consumer groups and revising survey questions. A customer-centric business model empowers the consumer, ensuring that they feel heard, known and valued.

For more information, download the “Listening to the Voice of the Customer” interview with David Engebos, President and COO of ARGO.