Understanding Voice of the Customer (VoC) Technology & Its Key Features – Kimberly Holbrook

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As Customer Experience (CX) and Voice of the Customer (VoC) programs continue to grow as segments in the B2B space, technology plays an integral role in its development. Automation and increasing connectivity through smart devices will make feedback collection more accessible than ever. The scope and potential for VoC programs are huge, particularly for B2B companies wanting to stay competitive.When compared to B2C, ‘closing the loop’ can deliver much greater results in a B2B business (consider the long-term value of business accounts). So, navigating the customer journey and utilizing VoC technology should be a top priority.  

 

As industries realize CX can be a significant part of business success, it will be easier to understand the power of VoC platforms. Here we delve into key features, and how we can expect this technology to develop in the coming years.

#1. Integrated Platforms

It’s important for businesses to look for a VoC platform that has the capabilities to seamlessly integrate surveys. Assimilating customer feedback with sales and operational data is the only way to inspire meaningful change.

Read: 7 Important Tips For Creating Awesome Customer Surveys

A fundamental difference of a B2B VoC program, when compared to B2C, is being able to instil transformation from within. This includes how you operate, your company culture, and the way your employees think and feel about the brand. This kind of fine-tuning will filter down organically to your customers, and integration of survey data is the very first step.

Integrated Systems

Many businesses are guilty of gathering feedback and operating in silos, never sharing what they know with other departments. As a result, companies are data-rich but insight-poor, unable to translate feedback into actionable knowledge. On top of that, they are using tools that do not sync up, causing them to have an incomplete understanding on their customers.

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A VoC platform can combine survey results with sales and your CRM, your financials, and much more. Equally as vital is providing access to this data, making it available at all levels company-wide. Outdated systems can be restrictive, failing to give appropriate access to sales teams. But VoC technology can give real-time updates, so your employees can act quickly and resolve issues without delay.

#2. Closed-Loop Systems

Another core benefit of VoC technology is being able to incorporate a closed-loop system for sales and customer services. The goal of any VoC program isn’t just to gain insight into what your customers think and feel – it’s to inspire your teams to take action.

A closed-loop system ensures exploits automated technology, quickly collecting feedback to allow for prompt follow-up. For VoC programs focused on response rates, certain tools need to be in place to notify busy sales teams of dissatisfied customers and at-risk accounts.

Voice of the Customer (VoC) Technology

Whether this information is learned from surveys, email contact, webchat, or online reviews, they are what the platform needs to mine and deliver this business intelligence to the right people in real-time. This is how automation becomes such a significant element in the world of CX and VoC, and the future of these campaigns will be led by AI-powered technologies.

The Future Of B2B VoC Technology

A lot is changing as the Internet of Things (IoT) rolls out and shapes the trend of Industry 4.0. Not only are our customers more connected than they’ve ever been, giving us more platforms to manage and extract information from – but the way they communicate is evolving too. 

Millennials - State of Customer Experience Report

Personalization is one of these areas we need to look at, and VoC leaders need to find ways of personalizing CX approach. Segmentation will no longer be enough, as customers develop a preference for content that is tailored specifically to them. VoC programs will need to be personalized in the same way as the sales funnel. This will ensure that surveys remain relevant for each participant, improving the quality and accuracy of all feedback.

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In addition to personalized campaigns, automation and text mining will become more sophisticated. And as the number of smart devices increases worldwide (20.4 billion devices by 2020, according to Gartner), VoC technology will need to generate a more diverse way for brands and their customers to communicate.

To find out more about robust survey tools and VoC programs, visit the MaritzCX website now. 

Kimberly Holbrook is the Sales Director for the Automotive division at MaritzCX. Ms. Holbrook spent 20 years in the auto finance industry working for various companies—including Bank of America, Chase Auto Finance and Ford Motor Credit Company—specializing in the various aspects of territory, portfolio management, business development and financial services.

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