A typical call center handles a wide variety of customer interactions through various channels, aiming to retain customers by providing quick resolutions and outstanding experiences. But how does a call center evaluate its performance in these metrics? The simple answer is the customer. Listening to the customer’s opinion is crucial, making the Voice of the Customer (VoC) a fundamental component of achieving your customer retention goals.
When done right, VoC gives you insights into customers’ expectations, experiences, and feedback from onboarding to successful execution and beyond. It encompasses numerous interactions and touchpoints between your company and its customers, making it challenging to capture VoC effectively.
Thanks to modern technology, businesses can now gather customer feedback after each interaction, aggregate the results, and act on the input. A business-initiated customer feedback tool, like a survey after an interaction, helps gather valuable insights about customer satisfaction and sentiment, anticipate expectations, identify pain points, and receive suggestions.
Types of Voice of the Customer Surveys
VoC surveys can be administered in various ways. The most common types are:
1. Interaction Wrap-Up Surveys
Interaction wrap-up surveys typically occur at the end of a call. An agent seeks feedback immediately after the interaction, capturing immediate feedback on the customer experience. These surveys generally have high participation rates but can be costly as a live agent administers them.
2. IVR Surveys
IVR surveys take place after the call concludes. The customer is directed to an automated system that collects feedback by asking questions. These are the most common VoC surveys. Fusion CX uses IVR VoC surveys to gather feedback on customer experiences after each interaction.
3. Non-Voice Surveys
Non-voice surveys involve sending an email, chat, or text message to the customer after an interaction, asking questions about the quality of the interaction. Email surveys have a better participation rate than IVR surveys, while text message or SMS surveys have the highest participation rate. However, not many businesses have adopted text messages as a VoC survey channel yet.
Analyzing the VoC Feedback: Customer Analytics
Collecting customer feedback is just the first step. To gain insights, you need analytics to aggregate the feedback. Analytics provides dashboards highlighting crucial aspects of the information and ties feedback to the agent who delivered the service. When paired with customer surveys, analytics offers actionable insights for leaders and agents, creating a significant impact with minimal effort.
Uses of Voice of the Customer Surveys
VoC surveys can be used to improve call center operations in several ways. Fusion CX has identified key uses of VoC surveys:
1. Making Operational Adjustments
Call center supervisors can assess customer feedback data throughout the day to decide if immediate changes are necessary to improve customer experience. Managers can take corrective action, train or retrain agents, and make necessary process adjustments for real-time impact.
2. Making Quality Improvements
VoC feedback can be used for quality improvement and strategic purposes. Management and quality personnel can conduct in-depth analyses to discover trends, unearth issues, and find solutions. The data can be used for personnel development and process changes, keeping long-term improvements in mind.
3. Recognizing Success
Customer feedback can also help recognize successful call center agents. When an agent receives a high score in a survey, management can acknowledge it with a congratulatory email or an award, boosting the agent’s performance and motivating others to do better.
A well-designed VoC survey program via a BPO Company can help your business retain customers. Acting on the insights gathered from feedback will improve call center processes and keep customers loyal to your brand.
Are you looking for a customer care outsourcing provider? Visit Fusion CX.
