|Image courtesy of throughtheeyesofadancer|
Why do we listen to customers and other constituencies today? To learn. To understand.
We can't transform something we don't understand. We listen. We understand. We transform the experience.
So, what's the biggest problem with VoC today? Well, VoC.
OK. Not quite.
The problem is all of the data that listening generates.
OK, that's not quite it, either.
The biggest problem with all of the data is that it doesn't get used. That's a big problem. It doesn't get transformed into anything digestible that can then be used to transform the customer experience.
It's not just enough to listen for the sake of checking the box or for tracking the metric. It's not about that. But there are plenty of companies who do just that.
I partnered with Passenger, an online communities solution provider, to host a webinar earlier this week on this very topic, The Biggest VoC Problem... and How to Solve It. Click the link to have a listen. The solution I provide is not an easy one; as a matter of fact, if you can't get past Step #1, you won't be able to solve the problem, at all.
Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong. -Donald Porter