Results-Oriented Customer Listening Series

An introduction to The Insighter’s multi-week series on designing Results-Oriented Customer Listening programs that drive action.

Are you measuring the customer experience effectively?

Chances are your organization has some type of survey program branded as the Voice of the Customer (VoC), Customer Experience Program, Customer Satisfaction Survey, Net Promoter Score, and the list goes on.  Every company of significant size has one.  Some serve as a rock-solid foundation for customer experience decision making, while others exist because “big companies measure satisfaction.”  Think about your organization’s program for a second and ask yourself the following question:

Is this tool driving positive change to the customer experience?

Over the course of my career, I’ve come across a number of organizations that have great intentions of differentiating on the customer experience.  The fact that these organizations reached out to our team at CFI Group is evidence of that.  They were committing to the customer experience but lacked the tools to properly measure the current state of affairs, prioritize improvement opportunities, and monitor their progress towards true best-in-class customer experiences.  For every company I’ve had the pleasure of working with throughout my career, there are hundreds of others saying to themselves:

“We’re committed to differentiating on customer experience, but somehow we’re just not getting there”

If this sounds familiar, then this series is for you.  Over the next few weeks, we’ll discuss the key success factors of a best-in-class Customer Listening program, one that is no longer just a line item on the scorecard but a change agent driving your organization to customer experience wins.

Throughout the series, we’ll touch upon a number of key success factors for customer experience measurement programs that will help you to:

• Evaluate your current survey program to determine if it has the key elements to be a truly best-in-class VoC program
• Gain buy-in and sell VoC results to your organization
• Define the role of front line employees in understanding your customers’ experiences
• Use VoC programs to prioritize customer-facing initiatives
• Use VoC to make the business cases for investing in these customer experience initiatives
• Get past silos to focus on cross-channel customer issues

Check back in the coming days for the first installment of the Results-Oriented Customer Listening Series, “The Best-in-Class Voice of the Customer Program.”

As always, this series is designed to spur discussion and questions, so please comment!

About the author

Brian Backer is an experienced consultant in Customer Experience measurement, insights, and management. As a Director at CFI Group, Brian and his team consult blue chip organizations in optimizing customer satisfaction and loyalty, utilizing customer metrics to drive process improvements that deliver positive ROI.  Contact Brian at 734.623.1375.