Many organisations have now have a voice of the customer measurement solution. And if they don’t have VOC they’ll be thinking about bringing one in. We firmly believe that the purpose of a truly effective voice of the customer program is not to chase numbers and metrics. The metric is not your target. Instead, the real purpose of VOC is to positively impact on customer behaviour in terms of loyalty and advocacy. It is easy to get this mixed up, especially in organisations who are primarily focused on output metrics.
Taking NPS as an example, the metric itself is nice to know and to try to improve. But the economic impact is not driven by the raw score; it is driven by the behaviour of the customers.
The world is getting survey fatigue as every brand and business wants to know if you would recommend them. Every brand wants more and more customer feedback. Survey response rates are likely to keep declining. So having alternative methods to understand what customers are really experiencing, thinking, feeling and doing is far more important. Using the tools like our CX Lab tests combined with the customer behaviour data enables you to rely less on surveys and you can apply this methodology to the entire customer base.