demystifying voice of the customer: a how-to guide
TRANSCRIPT
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Demystifying VoC: A How-To Guide
SM
Kyle Groff, Ph.D. Principal Consultant, Customer Experience Qualtrics (Formerly JetBlue)
o What does this mean to you? o Assumes practitioners know
what to do with this
o Assumes practitioners know how to actually build a cx program
The ultimate question
Ask questions
View metrics
Take action
How to build a customer
feedback program?
What do I measure?
How do I measure it?
Now what do I do with these numbers?
The WHN Model
WHAT HOW NOW
1. Map it out
o Create a customer journey map — an outline of the customer journey broken into major touch points
o Consider multiple points of view
o Cluster into major touch points
WHAT DO I MEASURE?
HOW NOW
2. Develop Channels
o Decide how to collect data at each touch point
o Ensure you cover all major touch points
o For surveys, create more questions than you plan on using
WHAT DO I MEASURE?
HOW NOW
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Image Source: freeenterprise.com
3. Test Format
o Test channels with 300-400 customers
o Revise buckets based on feedback & analysis of items
o Aim for less than 20 quantitative questions in any single channel
o Conduct focus groups to examine content & flow
WHAT HOW DO I MEASURE IT?
NOW
CEO
Marketing Product Web
EVP
4. Reporting Levels
o Identify reporting levels
o Work from macro to micro
o Create data flow diagram
WHAT HOW NOW WHAT?
5. Goals
o Tie incentives to CX metrics
o Make them specific to each area
WHAT HOW NOW WHAT?
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6. Action Process
o Develop root cause process
o Make insights actionable
o Leverage text analysis to go beyond quantitative data
WHAT HOW NOW WHAT?
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Q&A