How to Take Action on Voice of Customer Insights

By Bonny Evans, Best Practices Manager —

Do you use the customer feedback gathered by your Voice of Customer (VOC) program to identify issues with your website? If so, ask yourself… how much of the feedback you receive is directly actionable? Are you able to identify opportunities to improve your online customer experience? It can be a challenge to identify next steps from customer feedback alone. While VOC provides a measure of how well your online customer experience is meeting your customer's needs and feedback that can indicate areas where visitors encounter obstacles on your site, the level of detail in the feedback is not typically enough to act without additional information.



Before I came to Tealeaf, I worked for a customer experience management company where a part of my focus was VOC analytics. I regularly came across companies where their feedback data indicated how difficult their site was to use, but did not convey details about the usability issue in a manner that could be acted on directly. So implementing an effective site redesign effort to improve that aspect of the online customer experience was much easier said than done.

Using Tealeaf in combination with your VOC program will enable you to take action on this customer feedback. There are a few steps you can take to not only understand usability issues, problems on the site and areas of customer struggle, but to also set a course of action. Here are some steps to get started:

• Understand the customer issue: Go to the Tealeaf session and replay it to gather details about to the customer feedback and to validate the problem. Use Tealeaf's VOC integration to directly access the Tealeaf session from your customer feedback, or perform a session search using other data (email address, etc.) you have available to correlate the Tealeaf session with the customer feedback record.
• Identify the issue's scope: Use Tealeaf to identify how many other users were impacted by the same issue for which you received feedback.
• Type of issue: In order to prioritize your efforts and identify next steps, determine whether the issue is a barrier to completing a business process or whether it only causes customers to struggle (before eventually finding a way to complete the task).
• Measure the impact: Calculate the impact to your business. Given the number of users that have been impacted by the issue(s), how much revenue has been potentially lost? How does the issue affect your customer satisfaction metrics (Net Promoter Score, Customer Satisfaction Score, etc.)?
• Take Action: Now that you've identified the issue, the number of people impacted and have quantified its impact to your company, act while there's still an opportunity to recover those customers and to prevent the loss of future business due to that issue.

Finally, be sure to monitor the issue and to validate the effect of your site design changes. Using Tealeaf in combination with your customer feedback will place you on the road to customer experience success. The benefits of this approach will also extend to other aspects of your business, including your contact center.

Comments

[hchapnick]

Are you able to define topic areas which then can be routed to the appropriate SME based upon customization of responses? Are you able to set up 'alerts' with certain words that would indicate immediate issues with the site, like the word, 'slow' and can these then be immediately forwarded to the correct group for response with customer who has left their email address as well as to the appropriate SME group?

[Bonny Evans]

Is your inquiry about the ability to parse a VOC comment and use specific keywords to trigger a workflow? This would be more related to text analysis of the VOC comment rather than analysis of the online session. Tealeaf is a complement to your VOC solution by providing context for the VOC comment. Please let me know if you'd like to discuss further. Thanks!