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How to find the customers voice

Sometimes my customers ask me, how do you actually go about finding the ‘Voice of the Customer’?

There is no real easy answer to that question. No magic bullet that will suddenly tell you what all your customers’ wants and needs are.

But there are a number of ways you can approach the activity.

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Customer Surveys

Surveys or questionnaires are the most common form of obtaining customer feedback. The company supplies a list of questions for the customer to rate their experience of aspects like service, price and value.

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Mystery Shopping

A person acts as a customer and then provides detailed reports, scores and feedback about their experiences.

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NPS Score

Survey used to gauge the loyalty of a customer’s relationship. It is a single question ‘How likely are you to recommend this company to someone else?’ that can be easily benchmarked.

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Quality Monitoring

A sample of calls, emails or letters is taken at random and assessed against a predetermined set of criteria.

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NPS Score

Survey used to gauge the loyalty of a customer’s relationship. It is a single question ‘How likely are you to recommend this company to someone else?’ that can be easily benchmarked.

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Benchmarking

Comparison against a set of criteria I.e service, price or loyalty of either industry-leading company or other industries and your own.

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Complaints tracking

A process by where complaints are catalogued and tracked for volume, type, frequency, solution, trends and root cause.

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Suggestion boxes

Old fashioned and a simple closed box where customers can usually anonymously suggest ways to improve the business.

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Focus groups

Selection of either existing or potential customers that can give you feedback on your service or new product, often used before bringing a new product to market.

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Voice of Customer Forums

Groups of customers brought together to give opinions on your service. Usually used as a way to find solutions to known issues.

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Customer Interviews

Either face to face or remotely conducted preset questions asked in order to find out a customer’s viewpoint.

They all have their pros & cons, but they are the most commonly used approaches. Are there any other approaches you’ve used?