Techniques for a VOC Process
There is a wide array of tools and techniques that can be utilized in a VOC process and finding the right one or combination should be analyzed carefully.
Surveys – These are tried and true and have been used in telemarketing, as a snail mail tool, and now, e-mail surveys or questionnaires are the norm. This VOC tool can be successful as long as questions are kept short, offer yes or no answers, or a way to mark a block on a scale of like or dislike. Surveys that require writing in notes are never a good idea. Try and streamline your survey so it takes only a few minutes to answer or the customer will skip it.
Observing the Customer – Another VOC technique is observing customers during the buying process. This involves recording the customer’s facial expressions, how well the sales technique is delivered and how long it takes from deciding to purchase to actually buying and getting out the door. This can be a valuable tool to find the weak areas in your customer service personnel—or employees.
Group Interaction – Ever been invited to a business to “meet the new team" or a “grand opening" with the promise of a gift? This VOC tool is often utilized to obtain real interaction with customers and find out what they like, what they don’t like and what they’d like to see. From these results, you can redesign your offerings based on their input.
Development Teams – During product or service development, another VOC tool is to include an end-user (customer) in the process to convey likes, dislikes, flaws or defects—even price. Having a real customer on the team often prevents poor customer satisfaction from the get go.
Secret Shoppers – This isn’t a new trend but it seems to be popping up more and more. Paying people to be secret shoppers and record their experience will show areas where you need to improve.