Voice of Customer Program Design - Capturing Customer Feedback across All Interactions is a Keynote presentation delivered by Mohamad El-Hinnawi at the International Customer Experience Management Summit held in Istanbul on September 2014.
2. 2
• Introduction: Importance of VoC
• How was it done in the Lebanese Market?
– CX Framework
– Customer related metrics
– Correlation of metrics
• How does the VoC flow within the organization?
• Observation
Content
4. 4
Silent Customers
A silent customer is a dangerous
customer. You don’t know what
they’re thinking. Be Proactive and
ask.
-Shep Hyken
5. 5
Customers in the Blind Spot
http://www.fortheinjured.com/blind-spot-accident.html#top
6. 6
Customers in the Blind Spot
Statistics from the National
Highway Traffic Safety
Administration show that nearly
840,000 blind spot accidents
occur each year in the United
States resulting in 300 fatalities
http://www.fortheinjured.com/blind-spot-accident.html#top
7. 7
Customers in the Blind Spot
According to Financial Training
Services, 96% of unhappy
customers don’t complain,
however 91% of those will simply
leave and never come back
8. 8
Front Porch Theory
Reference: The Front Porch Theory – Cam Cornelius (https://www.linkedin.com/pulse/article/20140414215839-33120216-
the-front-porch-theory)
14. 14
VoC Collection Modes
Mode
Relational
Transactional
Qualitative
Quantitative
Monthly survey to customers asking about their satisfaction with
the company in general, touchpoints, prices, quality of service,
and willingness to recommend.
Surveying customers within 48 hours of completing a certain
transaction and asking about the satisfaction with this specific
transaction.
Focus groups, customer observation, crowd sourcing, sentiment
analysis, etc…
Detailed satisfaction surveys both on relational and transactional
basis.
15. 15
CX Blueprint: Dimensions - VoC
Dimensions Description
Strategy Design
Culture
Governance
Voice of
Customers
Understanding
Executive Board
Monthly
CSAT
Transacti
onal
USSD Website
Email &
SMS
OVS NPS WoMI CES NTS
Stage
1
Tx 1
Stage
2
Stage
x
Tx 2
Tx 1
Tx 2
Tx 1
Tx 2
F2F
Call
Center
Social
Media
Mobile
App
Web &
Email
16. 16
CX Blueprint: Dimensions - Understanding
Dimensions Description
Strategy Design
Culture
Governance
Voice of
Customers
Understanding
Demographics Attitude/Personality
Usage
Behavior
Interests &
Hobbies
Gender, age
group, social
class
Competent,
Steady,
Director,
Influencer
Sports, Music,
Movies,
Shopping,
etc..
Trendy,
Conservative,
High Value,
Below 0
Understanding Customers needs and expectations, by
surveying and observation and then building Customer
Advocacy
PERSONAS
18. 18
Word of Mouth Index (WoMI)
1 2 3 4 5 6 7 8 9 10
Detractors Passives Promoters
“How likely are you to recommend
company to others?”
Net Promoter Score
1 2 3 4 5 6 7 8 9 10
Not at all Likely Neutral Ext. Likely
“How likely are you to discourage
others from doing business with this
company?”
Likeliness to discourage
Word of Mouth Index (WoMI)
True Promoters True Detractors
Recommend % of 9’s
and 10’s
Discourage % of 9’s
and 10’s
-
19. 19
Focus of Different Metrics
Product
1
Company
Brand 1 Brand 2 Brand X
Product
2
Customer care
Network
Other services / touch points
Product
3
Product
4
Product
5
Product
X
Customer care
Network
… … …
NPS
NPS
Most
appropriate
survey tool
Focus Areas
OVS
WoMI
OVS
Loyalty
Most
appropriate
survey tool
CES
20. 20
Build-up of Holistic CX Metric – Overall Satisfaction
Weight Performance
Based on importance from
Focus Groups and Customer
Surveys, a weight was
developed for each
customer related attribute.
Performance rating based
on customer responses to
each of the surveyed
attributes.
21. 21
Contact
Center
Products &
Services
Build-up of Holistic CX Metric – Overall Satisfaction
Overall
Satisfaction
Service
Quality
Attributes
Factors/Di
mensions
Overall
Satisfaction Web
Social
Branches
CallCenter
EaseofUse
Validity
Value
Qualityof
calls
Data
throughput
Stabilityof
connection
ILLUSTRATIVE