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The Zonka Feedback Blog

Feedback Management, Feedback Trends, Feedback Technology, Data & Analysis, amazing Survey Tips & New Features at Zonka

Effective Listening to Voice of Customer (VoC)

Effective Listening to Voice of Customer (VoC)

Once you have established that customer service is paramount to successfully running your service business, the obvious next step is to devise systems and procedures that can help you effectively learn, combat and manage customer grievances and any shortfalls in service levels from customer expectations. This is a complex process, though not overly so, and can be succinctly summarised in the following points: Being concerned The very first step is to view each customer as a potential detractor, and thus being concerned about any untoward reviews from them. Studies have shown that a single negative review can offset 12 positive reviews. This puts an ever greater pressure on management and support staff to be actively involved with each and every customer, so that no customer leaves disgruntled. The caveat here is that being concerned alone won’t solve the problem, unless supplemented with the following actions. Installing effective feedback tools An effective listening to voice of customers would work only when effective tools to collect feedback are in place. While the definition of ‘efficiency’ in the context of feedback collection tools may be subjective, there are three things that any feedback collection mechanism must provide for it to be deemed worthy of consideration: Ability to capture vast amount of data - Only an innovative and unconventional feedback collection method will excite customers to leave their feedback. Ability to manage all collected data - A massive amount of data is meaningless if not stored in a format conducive to drawing business insights and trends of customer behaviour.…read more
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