IVR Can Help Capture True Customer 'Voice'
September 03, 2014
What do you use to capture the voice of the customer? Are you implementing surveys on every interaction channel? Do you send out questionnaires when customers supply an email address? Are you instead recording every interaction and capturing key business intelligence? Maybe you’re doing all three?
It’s not uncommon for the customer service division of a company to employ interactive voice response (IVR) technology to streamline common interactions or to launch a survey. If a consumer can easily answer a few questions before they end a call, for instance, you may be more likely to capture the actual voice.
To further promote this capture and evaluation, TantaComm (News - Alert), a provider of customer interaction compliance, recording and performance management solutions, recently released the Evaluate VOC. This post-call survey tool is designed for delivery through both audio and Web-based models. The idea is to promote the concept of great customer service through quality monitoring, process verifications and dispute resolution.
Beyond these concepts, the Evaluate VOC actually takes the process one step further. The idea is to ensure that the voice of the customer is actually heard and allows customer service organizations to validate and align quality standards not just across the call center, but also across the entire organization. If the information captured is to affect change throughout every division, this integrated approach is critical.
"It's essential in today's competitive markets to truly understand your customer," said Lisa Hagen, Vice President of Professional Services at TantaComm, in a release. "VOC gives organizations the ability to align direct customer input with their overall quality standard and internal operational practices."
The voice of the customer gives the organization so much more than just assumed satisfaction information. Too many organizations are under the false impression that the buying customer is a happy customer. That customer may just be on the fence waiting for the next big thing to come along and will quickly flee when the opportunity arises. When you capture the voice, you better understand the real experience and the changes that may need to come about to preserve that relationship.
Likewise, customers are often quick to share information that could quickly be used as business intelligence to help you firmly establish your position in the market, especially against your competitors. IVR channels are a great place to start, especially if you design your surveys in such a way that it’s easy for customers to share input.
The main point is to provide the customer with the opportunity to share their insight and then use the information to your benefit.
Edited by Rory J. Thompson