Four Essential Capabilities for Effective VoC Solutions

An ever-growing number of customer touchpoints—especially with the expansion of digital channels—means organizations find it challenging to deliver consistently great experiences.

A consequence of more engagement channels can be disconnected listening. More channels mean more interactions. More interaction data can deliver more comprehensive insights into the customer journey, but it can be difficult to bring this data together.

Using a traditional Voice of the Customer (VoC) solution, feedback would only be collected via customer surveys – leaving behavioral data incomplete and often siloed. This means companies are restricted to only focusing on measurement rather than actionable insights.

The next generation of VoC solutions go deeper. Surveys are still an important component—however, there’s more to learn from customer interactions than answers to a post-interaction survey.

To get a true understanding of the customer journey, organizations need to collect a mix of direct, indirect and inferred data from all customer touchpoints. To maximize the value of the surveys, customer interactions and collected digital behavior data can’t be left in silos.

Companies must ensure the information is made available across every department, enabling companies to infuse customer insights across an organization. Thus, the data can be leveraged to create customer-centric strategies and power your AI solutions.

What Capabilities Make Great VoC Solution? 

1. Active Listening Across All Customer Touchpoints 

To ensure continuous improvement in CX delivery, an organization will always need a consistent stream of fresh engagement data from across the customer journey.

Integrating unified listening posts is key to engaging with customers in the moment across multiple channels and contexts. With active listening you can use a combination of direct, indirect and inferred feedback to pinpoint the areas in the customer journey creating the most friction.

This enables companies to make decisions they are confident will have a positive CX impact. 

2. Enabling Swift Action on Customer Issues

Many companies focus on collecting feedback, but not all of them act on those learnings. If you don’t close the loop, then why create listening posts across customer touchpoints?

A platform needs CX automation to ensure issues are addressed and rectified in a quick and timely manner. Leveraging unified engagement data through AI-powered solutions means you can create real-time triggers and alerts to detect when a customer is experiencing an issue.

It enables more effective case management with smarter and faster follow-up, providing swift fixes and better understanding of any systemic issues in your CX platform.

3. Deliver Insights That Enable a Customer-Centric CX Strategy

There’s obviously more to an effective Voice of the Customer program than quick, real-time fixes. The data collected should be used to drive a deeper understanding of the customer journey.

With an open platform that unifies engagement data, an organization can track and measure vital KPIs and CX metrics and understand what changes can have the biggest positive effect on your customer journeys.

Unearthing these insights identifies the most impactful areas to prioritize resources and investments. By targeting specific points of the customer journey that can be improved, companies can continually tweak their CX strategies and improve business outcomes, while delivering better experiences for their customers.

4. Creating A Holistic View of Customer Experiences

Surveys offer great insight into the customer experience, but you need more for great engagement data. While surveys give you customer feedback, you need unstructured data to work in tandem to provide the context.

By using text and speech analytics in tandem with VoC solutions, companies understand the why behind survey feedback. For instance, if a customer is frustrated by an aspect of their digital experience, this can be understood by analyzing an exchange with an IVA or agent and identifying where an issue might have arisen. By discovering the source of the frustration, changes can be made to the process to ensure the issue doesn’t arise again.

Discover Verint’s VoC Capabilities

Verint is recognized as a market leader in VoC. Our solutions’ flexibility and scalability discover more in-depth findings and adapt and change as your organization grows.

The VoC capabilities allow listening posts to be embedded across the customer journey, while the Open Platform helps you to build actionable insights that help deliver exceptional AI outcomes.

Learn more about Verint’s VoC solution or get in touch for a demo.