Voice of Customer (VoC) is an essential component of the solutions offered by TEMA-Q.
Voice of Customer refers to systematically recorded customer statements. These can be needs, expectations, perceptions, or experiences. They form the basis of successful customer experience management. In contrast to the exclusive use of closed questions and ratings, the collection of open customer statements enables the identification of hidden drivers of satisfaction and dissatisfaction. This allows relevant optimization approaches to be identified much more precisely.
By consistently taking the voice of the customer into account, design decisions, innovation processes, and product and service optimizations can be made significantly more customer-oriented. This leads to improved customer satisfaction and customer loyalty, which in turn has a positive effect on a company’s profits.
Ideally, a company should collect VoC feedback regularly in order to gain high-quality insights on an ongoing basis. At TEMA-Q, we particularly recommend case-related surveys, so that a customer is asked about their experiences and suggestions for improvement immediately after completing a project, for example. This produces more meaningful results than if a random sample of all previous customers is surveyed at any given time. Memories of past experiences have usually faded by then and cannot be recalled in such detail.
We collect Voice of Customer feedback through structured telephone interviews, which are recorded, transcribed, translated if necessary, and then coded. This allows the content obtained to be used comprehensively, both quantitatively for strategic decisions and qualitatively at the individual case level, based on the original statements.Regardless of the method chosen, it is crucial that the needs, wishes, and experiences of customers are consistently taken into account and not neglected.
Take a look at our LinkedIn profile at https://www.linkedin.com/company/tema-q/ to gain exciting insights into the world of customer and employee experience in the future.
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Griffin & Hauser, The Voice of the Customer, 1993
Deshpande, Paradigms Lost: On Theory and Method in Research in Marketing, 1983
Lemon & Verhoef , Understanding customer experience throughout the customer journey, 2016