Implementing a VoC program? Watch out for these 4 pitfalls

Ashley Sava

September 1, 2020

The genuine voice of your customers should be the center of your strategy when implementing a VoC program. AI-powered speech analytics deliver valuable insights so that organizations can observe solid results across the enterprise. Effective VoC programs take multichannel feedback and transform it into meaningful improvements that enhance the customer experience. In turn, customers sit at the center of product development, exactly where they belong.

Leading companies are gathering deep, actionable insights from their VoC data so they can respond by creating an effortless customer experience. However, organizations can self-sabotage their efforts if they aren’t careful. Here are four pitfalls to avoid when implementing a VoC program.

Lack of direction

If you don’t have defined goals, implementing a VoC program itself isn’t going to help you. You can collect mountains of data and insights, but without clear direction, it’s not going to make much of a difference. 

Define the intentions of the program. What problems are your customers facing? How can your products and services help them? What steps can you take to make their experience an effortless one? Use this information to outline your objectives. Spelling this out will allow you to tailor your insights to your business targets.

Siloed insights

To improve results across an entire business, data must be accessible to the rest of the organization for specialized analysis and insight. Using a platform built with the need for open sharing of data between teams and systems in mind is ideal.

Give the entire enterprise access to customer insights that matter. Rather than wasting time manually gaining access to data and then analyzing it for insights, start streamlining customer data across your departments. Tethr intelligently listens to every customer conversation to surface insights that can be used to improve sales conversion, customer experience, loyalty, compliance and marketing efforts.

Not making actionable changes

So you got the insights you need. Maybe they aren’t the insights you were expecting, and maybe you didn’t like what you found. Don’t let your preconceived notions stand in the way of progress. Collecting feedback and not doing anything once you evaluate it is a waste of time and resources. When changes are implemented based on customer feedback, be sure to keep your customers aware of them. People want to know that they’re being heard. If they don’t feel heard, they will churn and seek out a competitor that is willing to listen. 

Not visiting insights enough

VoC programs are an ongoing effort. The learning, adapting and creating is what provides the coveted customer-centric results. This isn’t something you can switch off and on when you think there’s a need. The program must be an integral component of the makeup of your products and services. Your customers should shape the way you think of improving, molding and delivering your offerings. If insights aren’t visited on a regular basis, there’s no way to keep up with what your customers are saying about their experiences.

Implementing a VoC program for better CX

AI-powered speech platforms like Tethr can analyze every contact from every channel (phone, chat, email, etc.), pinpoint areas of customer effort and praise, and deliver the results into actionable insights directly to your dashboard. Tethr comes standard with hundreds of pre-built insight categories based on more than a decade of service, sales, and CX research. No longer must organizations sift through a sea of data, wondering where in the world they should begin. Think of Tethr as a crystal ball into your customers’ innermost thoughts about their journey with your products or services—no pesky post-call surveys required. Start closing the gap between your customers’ expectations about their experiences with your products and services, and their actual experiences. 

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