Voice of Customer Capability Center. No exceptions… from the frontline to the C-suite, customer acumen is an essential corporate capability Customer needs

Voice of Customer Capability Center

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No exceptions… from the frontline to the C-suite, customer acumen is an essential corporate capability

• Customer needs drive processes, technology, products, and services

• Skillfully incorporating customer perceptions, behaviors, wants and concerns into decisions must permeate your business

• Successful strategic decisioning and value proposition development is based, first and foremost, on the current and future expectations of customers

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Customer Expectations,

Needs, & Perceptions

Marketing

Quality

Sales

Operations & Customer Support

Account Management

Product Management

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A VOC capability center equips and enables your organization to more quickly, insightfully and confidently apply VOC to decision-making

• Establishes and executes services and methods to systematically and continuously listen, learn, act and deliver on customer feedback

• Promotes confidence in data and insights

• Creates paths for collaboration, knowledge sharing and integration across functions and roles

• Guides your organization on best practices specific to using VOC in business decisions

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Foundation

Service & Support

Shared Learning

Guidance

Whether starting a VOC program or advancing to the next level, capability center components ensure sustainability

Foundation

Service & Support

Shared Learning

Guidance

A solid foundation is needed to enculturate VOC competency into an organization. Guiding principles, rules, policies and resources used by your organization to facilitate collaboration, integration and coordination

Standards, methodologies and tools ensure decision-makers are equipped and can be expected to demonstrate proficiency in this competency

Services such as VOC data collection, results organization, vendor screening, sample management, and deployment of subject matter experts provide support across your enterprise

Training, knowledge repositories, skill assessments, team building and formalized roles encourage collaboration and continuous learning

Policies and practices designed to reward and recognize competency excellence

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Achieve bottom-line growth by harnessing the power of your customer base while leveraging your talent, processes and systems

Customer Retention

Re-purchase

Longer contracts

Cross purchase

Economies of scale

Centralization of service and support

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Positive word of mouth

Client referrals

Client references

Process quality

Operational efficiencies

Increases

Decreases

Increa

ses

Decreases

Decreases

Decreases Decreases

Depend on recurring benefits by driving to sustainability

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• Vision/Guiding principles• Role definitions• VOC system(s) initiated• Metrics, tools, techniques• Fusion with process, relationship,

product, and/or project management

• Practitioner training initiated• Recognition program(s)• Communication of results

internally

Launch

• VOC systems running at important moments of truth

• VOC data accessible to trained practitioners

• Cross enterprise improvement initiatives lead by trained practitioners

• Training curriculum initiated• Associate performance linked to

customer metrics• Communication of results

internally & externally

Expand• Seamless integration of VOC in

continuous improvements• Strategy and investment decisions

require rigorous VOC analysis and forecast

• Practitioner network supported by coaching/mentoring program

• Assessments determine practitioner skill levels

• Performance and compensation directly tied to customer outcomes

• All associates trained and skilled to deliver on expectations

Sustain

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Look to us to provide support and direction that meets your customer acumen goals

VOC Survey Support• Consultation, design and execution of scalable VOC tracking

and reporting systems• Results analysis and insight development • Identify and vet vendor/research partners• Survey operations standards

VOC Capability Center • Consultation & facilitation• Assessment & periodic audits• Documentation of designed componentsEquipping & Enabling Your Organization

• VOC planning, analysis and taking action toolkit• Compilation of and consultation on best

practices• Identify, vet and design VOC metrics

Data & Automation Services• Automated & web-enabled notifications, reports,

& viewers• VOC sample and results data administration,

organization & maintenance• Compilation of standard resource libraries• Integration with CRM, financial and market data

• Consultation on VOC based rewards and recognition

• VOC curriculum • Education & development

of practitioners• Transition management

Foundation

Service & Support

Shared Learning

Guidance

The following sections are drafts of slides that will provide more explanation and examples of the components.

VOC Capability Center

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Foundation

Establishing a customer acumen core competency requires a solid foundation that integrates and coordinates various groups in your organization

• Purpose: Minimize ambiguity during the transition and thereafter through roles, rules, scope, and policy in order to clarify authority, accountability and responsibility

• Key elements:• Leadership• Vision & roadmap• Charter• Policies & procedures

• Benefits:• Lowers cost by establishing pathways to collaboration that leverage existing resources and

competencies. • Minimizes conflicts, time wastages and mismanagement. • Ensures transparency that helps determine effective decision-making and return on investment.• Maintains associate confidence in your commitment to the core competency. This confidence

facilitates adoption of policies, practices and processes.• Properly induces your associates to achieve objectives that are in interests of the customer and your

organization.

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Consultation, templates and guidelines

• Leadership – composition, roles, responsibilities, tenure• Strategic vision & roadmap• Charter:

– Approves enterprise standards– Approves and enforces rules of conduct and respondent rights – Ensures that limited VOC resources are properly allocated– Identifies the most valuable VOC projects for investment– Endorses and oversees coordination across corporate units needed to

enable VOC Capability Center to deliver value– Reviews and monitors VOC Capability Center progress on deliverables– Reviews and disposes of executive escalations– Approves and re-enforces application of collective knowledge of customers

• Policies & procedures


Guidance

While many decision makers are trained in financial and human resource management, most require guidance on using VOC in decision-making

• Purpose: To equip and enable associates to demonstrate not only a proficiency but a fluency in customer acumen

• Key elements:• VOC standards and tools in planning, analysis and decision-making• Processes and practices using VOC (e.g. Closing the Feedback Loop)• Metrics & performance• Rewards & recognition

• Benefits:• Uniformity in methods, metrics, action standards and terminology is created• Improvement in communication and mutual understanding across the enterprise• Removal of barriers to integrate, collaborate, and coordinate• Minimizes inconsistencies regarding how to identify, interpret and act on customer drivers and needs• Exposure to tools and techniques to enable success• Using planning tools, associates effectively take action and deliver on customer drivers and needs


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Basic Process

VOC to Define Performance Expectations

Translation of VOC into Product,

Service, and Process

Specifications

Execution & Delivery of

Specifications

Customer Experiences

Product, Service, or

Process

VOC to Assess

Performance

Perceptions

Repeat

Understand and respond to gaps in customer expectations and your performance

Close the Feedback Loop

Completed survey

Permission to follow-up

Met expectations

Note of appreciation

Alert Process

No direct action*

Direct follow-up to document

cause

Determine action

Remove customer

Remove & replace

Re-attempt

Yes

Yes

Yes

No

No

No


Alert Process

Characteristics

• Respectful of customer right to privacy*

• Quick

• Systematic

• Automated

• Monitored

• Integrated

Planning and Process Components• Determine alert trigger – question(s) & response level(s)

• Establish alert management accountability

• Design reporting and deliverables needed for alert resolution

• Root cause and resolution disposition data flow and storage

• Training and documentation for those accountable for resolution

• Escalation process for alerts not closed

• Determine governance for quality of contact and resolution


* The Foundation component will address respondent rights policy

Metrics & Performance

• Align the appropriate metric(s) to desired outcomes


Conformance Satisfaction Engagement Intention

AcknowledgementAwareness

Product/ServiceProcessPeople

ConfidenceTrustPride

AdvocatePurchaseRe-purchase

• Balance benefits of custom metrics and standard, enterprise metrics• Refine metric(s) as products, processes, and people develop

Launch Improvement Maintenance

Baseline to norm or action standard

Change over time or distance from goal

Variation from goal

• Determine risks and benefits of univariate metrics, indices, averages and top box percentages

Rewards & Recognition

• Behavior-based reward programs– Executive, customer-facing, not customer-facing– Annual reviews and compensation– Bonus programs

• Individual and team recognition


Support & service

Some centralization of expertise, service, and data will improve the efficiency and effectiveness of practitioners and decision-makers

• Purpose: Provide practitioners and decision-makers support with services that require specialized skills and cross enterprise coordination, access and quality monitoring

• Key elements:• VOC subject matter experts• Practice management• VOC model, framework, methodology and approach development• VOC process development & maintenance• VOC sample & results data organization, management and maintenance• Automated/Web-enabled reporting

• Benefits:• Lower VOC operational costs resulting from centralization of data collection, standard reporting, VOC

data management• Cost efficiency and improve productivity through the concentration of highly specialized VOC experts

and resources• Improved survey participation rates as sample pools are managed and monitored• Cost and time efficient enterprise insights via accessible enterprise VOC database that integrates

customer responses across the organization and over time • Data quality assurance for decision-makers


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Help Desk/ Customer Support

Marketing/ Communications

Loyalty & Engagement

Product/ Process Changes

Product Use TerminationPre-Sales Marketing

New/Repeat Sales

Engagement

B2B VOC Listening Opportunities

Process Development & Maintenance

Examples of B2C and healthcare Voice of Patient and Medical Team processes available

Technique Development & Maintenance

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Planning VOC Research & Design

Questionnaire Design

Sampling

Data Collection

Analysis

Reporting

Action Planning & Goal Setting

Communication Planning

• Research Request Form• Research Design Form• Commitment of Service

• Sample quality standards

• Analytical techniques aligned with decisions*

• Comparative analysis• Trend analysis• Driver analysis• Prioritization matrix

• Action planning guide• Action planning templates• Practices in goal setting

• Standard design• Question catalog• Standard questionnaires

• Response rate calculation• Survey status report• Practices to improve

response rates

• Report interpretation help• Presentation templates

• Templates• Communication practices

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* Examples of Six Sigma techniques available

Practice & Capability Management

• Core training curriculum• Continuing education• Collaboration facilitation• Internal communication• External communication


Quality Assurance

• Internal auditing• Reliability testing• Validity testing• Generalizability


Power of Data Organization

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Client VOC

Sales Win Loss

Post Implementation

Help Desk

Loyalty

Service Termination

ClientProfile

Financial

Conference Attendance

Segment

Firmagraphics

CRM

Relational tables

Dynamic feeds

Syntax library

Export capability

Report production

Web-enabled reports

Client ViewsClient Scorecards

Enriched Analysis Data

Automated AlertsAutomated Escalations

Question library

Survey process library

Historical results

Contact participation

Contact results

Client participation

Client results

Calculation algorithms

Validation algorithms

Example B2B Design

Shared Learning

Training and education are needed to create and preserve the customer acumen core competency

• Purpose: Provide an evolving and sustainable curriculum that ensures all associates understand customer expectations and are trained and skilled to competently deliver on the expectations; enable practitioners and decision-makers to achieve levels of mastery in the competency; provide processes and forums that encourage collaboration and continuous learning

• Key elements:• Education & training • Skill assessments• Knowledge management• Communities of practice and learning for practitioner and decision-maker network

• Benefits:• Creates efficiencies and standardizes processes• Increases the likelihood of effective decisions and successful customer outcomes• Operationalizes the competency and validates the importance to your organization


Shared Learning

• Education and training– Executive workshops– Practitioner classroom training– CBTs

• Coaching and mentoring• Internal communications and visibility• Knowledge management

– Knowledge mapping– Communities and practice sites– Knowledge repositories


Documents

Voice of Customer Capability Center. No exceptions… from the frontline to the C-suite, customer acumen is an essential corporate capability Customer needs