Trident Leverage Transparency Essentials

Voice of the Customer

 

How do I know if I am capturing what I need to know from my customer?

 

Today, the rates of change that organizations face is accelerating. In this more dynamic environment, traditional measurement and dashboards of customer satisfaction and service quality may miss the mark. They can miss the mark because of the overuse of statistics, the lagging nature of the data, and the difficulties in translation between what the data say and what the organization does .

 

How much change are your customers facing? How does your service impact their ability to succeed?

 

The purpose of collecting VOC data is to define, build, operate, and optimize your revenue stream. These revenues come from customers who look to you to solve their problems. Understanding what your customers are dealing with (not what they are asking for) is an essential VOC insight into to the yet to be spoken VOC. Their challenges become the problems for which you must deliver solutions. Your product or service is either an enabler of success or a disabler of success for them. Know which!

 

How much of the time in your organization is spent delivering customer value?

 

VOC must be aligned to and translatable for the decisions you make about what work will be done and how it is done. It’s NOT all about processes. And less is becoming more predictable. VOC must be in sync with the nature and complexity of what customers do and will require from you. VOC must change as the mix from stable to unstable changes. To change, it must first detect the dynamics of requirements and work mix.

 

How and when do you find out about customer facing issues?

 

If your VOC relies only on survey data to detect problems or opportunities, you may find out that you’re dead before you find out that you’re sick. Survey data answers lots of questions where agility is not required. Where customer risk is an issue, and transactions have multiple touch points, more customer intimacy is required.

 

 

“I skate to where the puck is going to be, not where it is.”  Wayne Gretzky

 

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Trident Leverage 2009