The Voice of the Customer in Surround Sound
Posted by Jeffrey Henning on Wed, Mar 03, 2010
You talk to customers all the time. Heck, your department does a customer survey. You know what customers are telling you. But that's not what your colleagues in another department are hearing. Let alone what is bubbling up to corporate. Where's that coming from?!
Almost every company listens to customers through surveys (98% of firms, according to Gartner). But each department listens on its own. It is as if you are watching your customers on an analog TV with monophonic sound. You could be watching your customers on a high-definition flat screen TV with Surround Sound.
Don't worry. Chances are your competitors aren't listening to the Voice of the Customer (VOC) in Surround Sound yet either.
Which presents you with an opportunity. Companies with a 360-degree VOC listening program are more likely to have highly loyal customers than those that don't (0.41 positive correlation, according to Vovici/CGA research). Put a VOC program in place in 2010 to begin keeping more of your customers than ever before.
Brian Koma and I have just completed a complimentary two-webinar series on VOC. You can view the recordings at your convenience (recording 1, recording 2).
The Voice of the Customer in Surround Sound: VOC Techniques Made Easy
This beginner session introduces you to Voice of the Customer programs, covering:
- The basic elements of a VOC program
- VOC techniques to draw from
- Simple customer segmentation systems
- A case study of an effective VOC program
Comments
"I liked it all. Best webinar I have attended in a long time. Really enjoyed the LIRM model and being exposed to the different CSAT measurement scales."
"I liked that it provided useful information without the overbearing sales pitch most webinars have."
"Pace was quick, never dull, not too fast. The whole thing was relevant to my career."
Watch it here.
The Voice of the Customer in Surround Sound: Secrets of Successful VOC Programs
The advanced session goes into more depth. If you already have a basic departmental VOC program, this session will help you optimize your use of it and plan for its growth. If you don't yet have a VOC program, this session will give you a roadmap for success.
- VOC best practices from companies with highly loyal customers
- A roadmap for expanding your VOC program from mono to stereo to Surround Sound
- Ongoing challenges and how to overcome them
- A case study of an advanced VOC program
Comments
"Excellent content overall. Observations were fact-based (survey). Lots of detail for a 50-minute webcast -- too often the content that is delivered in an hour is very general or overly summarized. Case study added a 'real-life' dimension. Forrester/Tempkin references added to credibility and offered an unbiased view. Two good speakers who worked well together."
"Informative, good sequential flow, useful illustrations, new feedback tools and examples, on target as promised and on time. Clearly provided the ability to make a decision."
"Good, thought provoking content, makes me think more broadly about the work I do. Would like to re-listen to the webinar."
You can view this webinar here and other research webinars from the main Vovici site. (Ironically, they're only available in stereo, not Surround Sound.)