Today, companies have a vast array of customer feedback collection methods to choose from; and for good reason – they provide different value, under different conditions. So, understanding the different kinds of feedback you need to drive increased value to your customers will help you select the right portfolio of tools to capture the variety of customer insights that you need. Have you ever observed the interactions of your call center agents for a day, or rode along with a member of your sales team? You quickly realize just how much variety exits within your customer touch-points and it won’t take you long to realize that not all this feedback has the same value to your business. So, why do most companies rely on just one or two methods of collecting feedback from their customers?
These variables will be different for each of your customer segments. This obvious fact necessitates both consideration for the right Voice of Customer method, but also the need for more than one Voice of Customer method across your business. Only in this way can you gain a comprehensive perspective of the Customer Experience you are providing. To select the right tools, determine what you want to accomplish with the feedback, what kind of insights you need to achieve your goals, which customers you are targeting, and who within your customers will be able to provide the most actionable input.