{"id":13972,"date":"2020-10-28T12:29:35","date_gmt":"2020-10-28T12:29:35","guid":{"rendered":"http:\/\/www.customer-alliance.com\/resources\/article\/voice-of-the-customer-tools-to-improve-customer-experience\/"},"modified":"2021-08-30T15:32:28","modified_gmt":"2021-08-30T15:32:28","slug":"voice-of-the-customer-tools-to-improve-customer-experience","status":"publish","type":"articles","link":"https:\/\/www.customer-alliance.com\/en\/articles\/voice-of-the-customer-tools-to-improve-customer-experience\/","title":{"rendered":"Voice of the Customer Tools to Improve Customer Experience"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Voice of the customer tools (VoC tools) are the means to accomplish a successful VoC strategy. Most often, companies implement a <a href=\"http:\/\/www.customer-alliance.com\/products\/expertise\/voice-of-the-customer-software\/\">Voice of the Customer software<\/a> offering a variety of these VoC tools. Learn which VoC tools will work best for your business to enhance the customer experience.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Reminder: What is a voice of the customer program?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Voice of the customer (VoC)<\/span><span style=\"font-weight: 400;\"> is a major component of <\/span><a href=\"http:\/\/www.customer-alliance.com\/resources\/article\/customer-experience-management\/\"><span style=\"font-weight: 400;\">customer experience management<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How your customers experience your brand directly impacts their loyalty as <strong>56% of consumers stick with brands that \u201cget them\u201d<\/strong> (1).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And what better way to know what their experience is like than by collecting their words and sentiments used when describing their interaction with your company?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><span style=\"font-weight: 400;\">VoC program<\/span><span style=\"font-weight: 400;\">\u00a0enables your company to capture and analyse customer feedback to learn what customers\u2019 needs and expectations are. Then you can innovate to match and exceed them.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What are <\/span><span style=\"font-weight: 400;\">voice of the customer tools<\/span><span style=\"font-weight: 400;\">?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s important to remember that your business doesn\u2019t need every tool ever created. But you do need to understand which ones will bring the best results for your company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">VoC tools can help you do one (or more!) of the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gather customer feedback<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identify your specific customers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Get customer insights<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Report on your customer experience initiatives\u00a0<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_309302\" aria-describedby=\"caption-attachment-309302\" style=\"width: 457px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-309302\" src=\"http:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-voice-of-customer-tools-infographic-300x300.png\" alt=\"Voice of the Customer Tools Infographic\" width=\"457\" height=\"457\" \/><figcaption id=\"caption-attachment-309302\" class=\"wp-caption-text\">Voice of the Customer Tools are the key to understanding customers<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Here are the most common <\/span><span style=\"font-weight: 400;\">VoC tools<\/span><span style=\"font-weight: 400;\">:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">NPS Surveys<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A <a href=\"http:\/\/www.customer-alliance.com\/products\/feature\/net-promoter-score\/\">Net Promoter Score (NPS)<\/a> is a metric developed to assess the loyalty of a company\u2019s customers by collecting feedback from customers on a scale from 0-10.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most common question (and you\u2019re likely familiar with this one):<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHow likely are you to recommend our business to a friend or coworker?\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">NPS is an easy <\/span><span style=\"font-weight: 400;\">voice of the customer tool<\/span><span style=\"font-weight: 400;\"> that can help to decrease churn rate and help you scout out which customers would be happy to be your brand ambassadors. To learn more about NPS, check out <\/span><a href=\"http:\/\/www.customer-alliance.com\/resources\/article\/net-promoter-score\/\">Net Promoter Score\u2014A Concept of Success.<\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Questionnaires\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Many companies offer excellent <\/span><span style=\"font-weight: 400;\">voice of the customer software<\/span><span style=\"font-weight: 400;\">, which automate sending out questionnaires over regular intervals or for example, after every purchase or onsite shop visit.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tailor a <a href=\"http:\/\/www.customer-alliance.com\/products\/feature\/customer-survey\/\">survey<\/a> to fit your company. An ecommerce enterprise\u2019s questionnaire should differ from that of a retail store\u2019s.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Curious to know which questions you should be asking your customers? Check out our <a href=\"http:\/\/www.customer-alliance.com\/resources\/article\/the-voice-of-the-customer-guide-importance-voc-tools-and-examples\/\">Voice of the Customer Guide<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When selecting a <\/span><span style=\"font-weight: 400;\">voice of the customer software<\/span><span style=\"font-weight: 400;\">, make sure they offer automated and customisable questionnaires so that you can build a survey that matches your brand needs and personality.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the right <\/span><span style=\"font-weight: 400;\">VoC tool<\/span><span style=\"font-weight: 400;\">, you can easily customise questionnaires, automate when they get sent out, and analyse the feedback they collect.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This <\/span><span style=\"font-weight: 400;\">voice of the customer tool<\/span><span style=\"font-weight: 400;\"> is often underestimated in terms of its functionality as there are multiple ways<\/span><span style=\"font-weight: 400;\"> a company can use questionnaires. See <a href=\"http:\/\/5 ways to use the new questionnaire that you haven\u2019t thought of yet!\">5 ways to use the new questionnaire that you haven&#8217;t thought of yet!<\/a>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, take a look at this hotel utilising a questionnaire to get feedback before a guest leaves their room.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Interviews<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">While one of the more time-consuming V<\/span><span style=\"font-weight: 400;\">oC technique<\/span><span style=\"font-weight: 400;\">s<\/span><span style=\"font-weight: 400;\">, you can gather lots of customer insights by having a selective one-on-one conversation with a customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversion Rate Experts conducted interviews with Moz clients to optimise their homepage and the payoff? A <\/span><a href=\"https:\/\/conversion-rate-experts.com\/moz-case-study\/\"><span style=\"font-weight: 400;\">52% lift<\/span><\/a><span style=\"font-weight: 400;\"> in sales!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can conduct an interview over email, phone, or onsite.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although the interview questions should be structured, the customer will find the freedom to express themselves in their own words about your products, service, or overall brand experience.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Focus Group<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another <\/span><span style=\"font-weight: 400;\">voice of the customer technique<\/span><span style=\"font-weight: 400;\"> to consider is the focus group. Gather a small group of people, ideally 5-8 to discuss a specific product feature or topic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of an individual interview, the focus group provides a place for the interviewees to interact and affect each other\u2019s opinions, which can provide a good look into the customers\u2019 knowledge and perception of your company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focus groups will help you learn:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which features to focus on when developing your product<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Who should be your target customers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to position your company in the market<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Online Reviews<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Authentic online reviews are a rich source from which you can better shape your <\/span><span style=\"font-weight: 400;\">voice of the customer and do a better job for the <a href=\"http:\/\/www.customer-alliance.com\/products\/feature\/review-management\/\">review management<\/a><\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As customers are free to write in their own words about their experience with your company, it\u2019s truly an optimal way to see their actual customer experience and perception of your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond understanding your customers, online reviews are critical to your company\u2019s online presence.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on the need, companies will opt for <\/span><span style=\"font-weight: 400;\">voice of the customer software<\/span><span style=\"font-weight: 400;\">s which:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Help them generate more customer online reviews<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Manage efficiently many reviews across multiple websites<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Distribute reviews throughout trusted review platforms<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Display these reviews on the company website to build trust<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Heatmaps &amp; User Recording<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Okay, okay. So while the information regarding where your customers click the most on your website isn&#8217;t technically their &#8220;voice&#8221; or words, it&#8217;s still pretty enlightening to their (albeit unspoken) needs, no?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some feedback tools will allow you to experience your website the way your users do.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Companies such as Hotjar offers VoC tools like heatmaps, scroll maps, and session recordings to clue you into how intuitive your layout is, what&#8217;s the first thing most visitors click on the homepage, how far down the page do customers typically scroll, etc.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being able to take in the customer&#8217;s actual experience of your website and innovating your website based on their behavior is directly linked to improving your brand&#8217;s customer experience.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Social Media<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Social media shouldn\u2019t be ignored with around <strong>51% of the earth\u2019s population using one or more platforms<\/strong> (2).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Note that often, customers will take to social media after they\u2019ve felt ignored or not well-served by customer service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The goal of<\/span><span style=\"font-weight: 400;\"> voice of the customer solutions<\/span> <span style=\"font-weight: 400;\">is to reach these customers before they feel the need to complain and leave your company a negative review on social media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yet social media is still a great way to be transparent as a brand and appropriately respond to both good and bad feedback.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Text analytics and semantics<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Context is everything when it comes to knowing <\/span><span style=\"font-weight: 400;\">the<\/span> <span style=\"font-weight: 400;\">voice of your customer<\/span><span style=\"font-weight: 400;\">! Understand how your customers feel about your products and services and why they feel that way.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than categorising by keywords, text analytics software classifies by meaning (customer sentiment) and looks at patterns within the analytics to identify trends and customer behaviour.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Text analytics can take large volumes of unstructured customer feedback and produce common themes in a word cloud. Typically, red themes indicate negative comments, green are positive, and yellow are neutral.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Voice of the customer programs<\/span><span style=\"font-weight: 400;\"> with text analytics such as Customer Alliance allow you to select which topics you\u2019d like to analyse in your reviews.\u00a0<\/span><\/p>\n<figure id=\"attachment_309296\" aria-describedby=\"caption-attachment-309296\" style=\"width: 1277px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-309296 size-full\" src=\"http:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/Screenshot-2020-10-28-at-11.37.06.png\" alt=\"View of Semantic Analytics Voc Tool\" width=\"1277\" height=\"710\" \/><figcaption id=\"caption-attachment-309296\" class=\"wp-caption-text\">VoC Tool Semantic Analysis from Customer Alliance<\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">Reporting<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">How can you share data collected with executives or other departments such as marketing, product, or sales?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ensure you have a <\/span><span style=\"font-weight: 400;\">voice of the customer <\/span><span style=\"font-weight: 400;\">reporting system that not only allows you to monitor feedback, customer trends, compare your stats to those of your competitors, and track goals, but also provides you with intuitive charts and graphs for visualisation and alignment among teams and upper management.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being united in your <\/span><span style=\"font-weight: 400;\">voice of the customer program<\/span><span style=\"font-weight: 400;\"> is key to its success!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We recommend you select a <\/span><span style=\"font-weight: 400;\">dynamic 360 voice of the customer<\/span><span style=\"font-weight: 400;\"> software like Customer Alliance that has flexible and intelligent <\/span><span style=\"font-weight: 400;\">voice of the customer tools<\/span><span style=\"font-weight: 400;\"> which can be utilised by different departments as well as on the operational and management levels for a more comprehensive and effective <\/span><span style=\"font-weight: 400;\">VoC program<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sources:<\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li style=\"font-weight: 400;\">Fundera: &#8220;Keep Your Customers Coming Back: 13 Brand Loyalty Statistics You Need to Know&#8221;<\/li>\n<li>The Next Web: More than half of humanity now uses social media\u2014here\u2019s what that means<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><strong>Related Content:<\/strong><\/p>\n<p class=\"resources-details__content__header text-center\"><a href=\"http:\/\/www.customer-alliance.com\/resources\/article\/hotel-voc-the-key-to-guest-satisfaction-is-voice-of-the-customer\/\">Hotel VoC: The key to guest satisfaction is voice of the customer<\/a><\/p>\n<p class=\"resources-details__content__header text-center\"><a href=\"http:\/\/www.customer-alliance.com\/resources\/article\/voice-of-the-customer-restaurant-voc-restaurant-101\/\">VoC Restaurant 101: Develop a Voice of the Customer Strategy<\/a><\/p>\n<p><a href=\"http:\/\/www.customer-alliance.com\/resources\/article\/ecommerce-voice-of-the-consumer\/\">Ecommerce and the Voice of the Consumer\u2014Feedback matters<\/a><!-- [if lte IE 8]>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\n<![endif]--><br \/>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script><br \/>\n<script><br \/>\n  hbspt.forms.create({<br \/>\n        region: \"na1\",<br \/>\n        portalId: 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\/>\n<\/script><\/p>\n","protected":false},"featured_media":30446,"parent":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categories":[673],"class_list":["post-13972","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-voice-of-the-customer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Voice of the customer tools to improve customer experience<\/title>\n<meta name=\"description\" content=\"An Overview: Voice of the customer tools. 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