How do you conduct a Voice of Customer program?
To capture a customer’s needs, preferences, expectations, and how they are being met, VOC studies usually involve both qualitative and quantitative research steps. They are generally conducted at the start of any new product, process, or service design initiative. The studies help businesses better understand and reflect on what customers most desire.
If resources permit, include some non-customers/prospects as part of this program since their voice may suggest additional requirements.
Using Qualitative and Quantitative Methods
Qualitative Research methods help to fine-tune or generate lists of ideas or product features and their perceived benefits. They reach larger target audiences via quantitative surveys conducted online, by email, or telephone surveys. The greater number of individuals reached who participate in the surveys can provide more confidence in making key decisions.
Two commonly used Qualitative Research methods are personal In-Depth Interviews and Focus Groups. Individuals representing the target market may be screened and recruited either for a personal interview or a Focus Group.
One-on-one interviews conducted in person or by phone last from 15 minutes to an hour. They can use them to probe answers in more detail. VOC programs benefit from feedback from the sales force, customer service department, or anyone else who directly touches customers.
A Focus Group, which typically runs 90 minutes up to 2 hours, allows for interaction and for discussion of concepts and their tradeoffs amongst participants.
Social Media Research
Comments about products on social media happen all the time. Being able to tap into discussions, comments, ratings, and reviews can be an extremely useful means of gaining immediate reactions to what is on the minds of customers.
Ideally, companies need a single, organized system that collects and analyze all Voice of Customer input.