5 Techniques of Collecting VoC to Improve Customer Engagement

In an era where customer feedback can dictate business success, collecting VoC to improve customer engagement is not just an option—it’s a necessity. Implement these strategies to ensure your business listens to its customers and actively engages and satisfies them, fostering lasting relationships and driving growth.

Customer experience (CX) now serves as a pivotal business differentiator. To surpass the competition through superior CX, understanding customer desires is essential. This starts with cultivating a deep knowledge of who your customers are, what they value, and the challenges they face. Leveraging these insights can significantly advance your CX and customer engagement strategies, placing you well ahead of the competition.

As per Aberdeen Group, companies implementing best-in-class VoC practices saw approximately 10x the annual revenue growth of those with less capable VoC programs due to 55% higher customer retention.

That’s where Voice of the Customer research plays a vital role.

The Importance of Voice of the Customer Research to Improve Customer Engagement

Voice of the Customer (VoC) research is instrumental in deeply understanding customer behaviors, challenges, preferences, and needs. This research method empowers businesses to serve and communicate more effectively with customers, influencing nearly every aspect of modern business operations. VoC data can enhance support teams’ ability to solve customer problems proactively, aid sales teams in addressing customer pain points, and guide product teams in developing roadmaps that reflect real customer needs and perceived value.

Effective VoC Techniques to Elevate Customer Engagement

VOC Collection to Improve customer engagement

1. Interviewing Customers

Customer interviews are a time-tested method for gathering valuable VoC data. These can be conducted ad hoc, targeting specific segments, or across a representative sample of your customer base through in-person meetings, phone calls, or video chats. This method allows for personalized, in-depth research, providing insights other techniques might miss.

2. Conducting Customer Surveys

Surveys are a highly versatile tool for collecting VoC data. They can range from brief post-signup questionnaires to comprehensive email surveys sent to engaged customers. Surveys are scalable and effectively filter customers for further qualitative research, like interviews or focus groups.

3. Monitoring Social Media and Social Listening

Social media platforms offer a two-way communication channel that is less formal but highly interactive. Social listening tools can capture how customers talk about your brand and products, providing unsolicited feedback. This feedback is crucial for understanding genuine customer sentiments and can guide more detailed VoC research. Social listening isn’t only limited to popular social media platforms. You can also find valuable feedback on online forums, communities, and websites like Reddit and Quora.

4. Analyzing Recorded Customer Calls

Recorded customer calls are invaluable for extracting VoC data. These calls, whether they pertain to inquiries, complaints, or sales, provide rich insights into customer interests, satisfaction levels, and areas of discontent.

5. Engaging with Customer-Facing Employees

Often overlooked, customer-facing employees, such as those in customer service call centers, are a direct source of VoC data. These employees have firsthand knowledge of customer issues and needs, making their insights particularly valuable for understanding broader trends and specific customer feedback.

Utilizing VoC Data to Improve Customer Engagement

Understanding your customers through VoC data allows for the creation of targeted engagement strategies that address customer preferences, pain points, and expectations. This strategic approach leads to enhanced CX delivery, increased customer retention, and greater customer loyalty.

Staying Ahead in a Changing Industry

VoC strategies are not just about gathering data; they’re about transforming that data into actionable insights that propel your business forward. By implementing robust Voice of the Customer strategies, you can significantly enhance your customer engagement and set your brand apart in today’s competitive market.

Unlock the Full Potential of Customer Feedback

Ready to transform customer insights into actionable strategies? Connect with our experts today to integrate advanced Voice of the Customer solutions into your business processes. Elevate your customer engagement to new heights with tailored VoC strategies that drive satisfaction and loyalty.

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