May 10, 2018 (2-3pm ET)
Most Voice of the Customer (VOC) processes are base solely in contacts and surveys, which tend to be presented separately. The most compelling VOC processes reinforce their recommendations with four items:
- Operations data and employee input that reinforce the survey findings
- An economic model which quantifies the cost of inaction on an issue (ideally monthly cost)
- Emotional examples, ideally case studies or recordings
- Formatting that works for multiple audiences
This webinar will provide a method for collecting, integrating , analyzing and reporting the data in a manner that is compelling to the CFO and CMO. An alliance with Quality or Continuous Improvement (CI) for both analysis and implementation of pilot test is critical. CX and Service executives bring a valuable asset to CI executives in that most are not fluent in how to convert customer sat into revenue implications. Learn how to work with front line staff to both collect real time granular data as well as show them that their input is impacting the Continuous Improvement process. Gain insights on how this approach was applied within NACS to achieve significant improvement in scores and record breaking attendance at key events.
- How to create an economic and emotional imperative to act on the Voice of the Customer. This includes revenue, margin, word of mouth and share of wallet as well as emotional dimensions which have been recently explored with Az State U's Center for Service Leadership.
- How to collect, integrate and format the data to precipitate and guide immediate action by both executive and front line managers. Process and outcome metrics to track impact.
- How to get the resources from Marketing and Finance to enhance the VOC process and move from a firefighting mode to a preventive mode - ideally taking control of website content.
Speaker: John Goodman, Vice Chairman, Customer Care Measurement and Consulting (CCMC)
John Goodman is Vice Chairman of Customer Care Measurement and Consulting (CCMC). The American Management Association published his book, “Strategic Customer Service”, in May, 2009. This book has been translated into four other languages and reach number 1 on Amazon.Japan.com business books. His book, “Customer Experience 3.0”, was published in 2014. Over the past 40 years, John has managed more than 1,000 separate customer service, voice of the customer and customer experience studies for 45 of the Fortune 100 where a key focus was quantifying the payoff of enhanced quality and experience. His research fostered the conventional wisdom, “It costs five times as much to win a new customer as to keep one.” and “Twice as many people hear about a bad experience as a good one.”