Posts tagged ‘voice of the customer’

January 27, 2012

Listen Carefully: You Might Make Someone Smile

“Most people do not listen with the intent to understand; they listen with the intent to reply.”

                                    Stephen R Covey: The 7 Habits of Highly Effective People

It goes without saying that listening to customers is central to successful and sustainable business.   The new focus on the “voice of the customer” requires organisations to use all sorts of methods to hear what customers are saying about them and their services and products.  A myriad of new technology offers to help capture these conversations and issues from call centres, social media, email correspondence and anywhere that customers are talking.

Current technology is semantics-led: it captures words and phrases used by customers and categorises them for analysis.  How many people are talking about delivery failure for example, could indicate that a company needs to investigate whether there are service improvements that should be made. But in the previous post I argue that the easiets place to start hearing the customers’ voice is from the people employed to be in contact with them. http://bit.ly/yvxFdV The sensitivity and sophistication of these data collection and analysis units is second to none.  However, these listening capabilities have the portential to be used in an even more sophisticated and engaging way, though it is not perhaps as easy as it looks.

It is entirely correct that organisations  should be making efforts to listen to customers.

But it’s a different thing entirely to say that customers need to be listened to.

It is more than data collection: it’s an emotional experience.  When we are listened to, someone else stays quiet and attentive and demonstrates through their occasional linguistic contributions that they have heard us, understood us and empathised with us.

The real listener brings no agenda.  They don’t say “I know, I know”. 

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January 20, 2012

Yoo-hoo, Over Here, It’s the Voice of the Customer: Do You Compute?

In a recent article in HRmagazine.co.uk, Helen Murray laments the plight of call centre agents who have to listen to the same old customer complaints over and over again.

Too true.

Then she goes on to argue that this is because many companies don’t have the processes or solutions to appreciate the customer’s perspective.

Not true.

Many of the points that Helen Murray makes are valid and pertinent to a consideration of how to improve customer service. Listening to the “Voice of the Customer” will reveal invaluable information about how to improve strategy, service and products. Good organisations will use the means at their disposal to gather information from a wide range of sources including social media, call centre calls, forums, and digital and traditional correspondence. Many organisations are not doing this and are missing out on opportunities to learn and advance from a better understanding of what they are doing right and wrong in the eyes of their customers.

But there we part company.

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