Voice of Customer, CX Magic Button

18 days ago by

Several years have passed without any major Voice of the Customer innovations.  I believe it’s about time we changed all that!  This simple technique will revolutionize the way you collect feedback and take your VoC program to the next level.

Two years ago, I was kept awake by a problem shared by nearly all Customer Experience professionals.  The vast majority of feedback received from customers on a daily basis was being disregarded.  The reason for this?  Simply because it was not in the form of a survey.  With no convenient channel to relay the information, it was lost to the void.  This was a massive oversight.  We had a treasure trove of data coming into the organization on a daily basis in the form of organic, unstructured feedback.  On top of this, our survey response rates were diminishing.  It was time to evolve our Voice of the Customer (VoC) program to match today's customer, and to break the survey mentality once and for all.

Enter the CX Magic Button.

I recalled receiving a USB webkey button at a conference years before.  This simple device plugs into your computer or docking station, and is configured to take the user to any URL once pressed.  Being the hoarder that I am, I was able to find the webkey crammed into an overflowing desk drawer.  I knew immediately that this small piece of plastic could be the answer to our unstructured feedback woes.

Fast-forwarding the clock to present time, our magic button is working better than anyone could have imagined.  I will break down the steps to implement your own button process below, but first a quick summary of my formula:

We purchased USB webkeys with our CX branding on them for all customer-facing employees.  We held round table events introducing them to the device and their opportunity to represent the voice of the customer.  A very simple and accessible feedback form was created as the URL for the button.  As employees enter the feedback, it’s reviewed by our CX team and curated into a presentable format.  This information is used to lead a cross-functional meeting once a week in which we learn from the feedback and close the loop on it.  Over time, we’ve been able to generate trending reports and establish priorities based on the unstructured feedback from customers.

Benefits include:

Both a higher volume and a higher quality of customer feedback data than ever before
Employees feel empowered to represent the voice of the customer with a dedicated channel
Aligns directly with journey mapping template, making it extremely easy to create data-driven maps and improved VoC reports
Not bound by a survey format, this data provides a much more meaningful picture of what our customers are truly experiencing and generates robust dialog

Read full post here!  
Community: CX Accelerator

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