The 4 Keys to VoC Success: Key #4 – Continuous Evolution through Research & Analysis
Welcome to the final part of my four-part blog series. So far, I have discussed getting full executive sponsorship, going beyond surveys to build an ongoing customer connection, and making feedback data actionable at the location level. If you’ve been following along, you’ve seen how closely intertwined these elements are. The trend continues below with Key #4 to VoC Success.
Key to Success #4: Use Research & Analysis to Adapt to Evolving Program Needs
Know Your Results
Like any major initiative and investment, the impact your VoC program has on your brand must be understood in clear terms for it to be successful. Gaining this type of understanding first requires effective measurement and management of program results.
With so many sources of disparate data to sift through at a brand and location level, this is no small task. Frankly, the best option for handling it is to… have someone else do it. Really. Make sure the VoC vendor you are working with is delivering an accurate representation of your customers’ perceptions. And make sure they’re making your life easier by delivering it in a simple, understandable format.
Adapt Your Program
Once you begin to understand the results coming in, you can identify meaningful customer trends and opportunities for improvement. On top of that, though, you’ll likely begin seeing areas where more or different information would be helpful. Again, your VoC vendor should be able to help. This is where you need to make sure regular adjustments are being made to your program, through research & analysis.
The figure to the right outlines a simple four-step process for helping you stay focused on the most impactful elements within your customer experience—by ensuring you get the most detailed and useful information you can. Survey design & build, loyalty modeling, multivariate statistical analyses, and regular strategic reviews are all key to continuous program evolution.
Deliver on Your Brand Promise
By incorporating the 4 Keys to VoC Success (as discussed in this four-part series) any brand can understand and deliver the experience their customers want. When delivering on your brand promise, they will happily make return visits and become active brand advocates. In return, you will be rewarded with increased revenue, accompanied by positive reviews and recommendations.
