Voice of Customer

Voice of Customer

So much more than Net Promoter Score

What is a Voice of Customer (VoC) program?

VoC tries to understand what a customer needs and wants and any concerns they may have, by continually gathering, analysing, and acting on customer feedback both at an aggregate and individual level. The programs are designed to inform constant quality improvement and ultimately increase brand advocacy.

VoC and the Net Promoter Score (NPS)

Many VoC programs have been built around the ever-increasingly popular metric Net Promoter Score (or NPS) which is a derivative of the traditional 11-point likelihood to recommend metric developed by Fred Reichheld.

Some programs in fact only have an NPS question followed by reasons for giving that score as their entire VoC program, however this presupposes (as its author purports) that NPS is the only metric you need to collect because it is correlated with growth – a claim that is the subject of much debate.

We believe it's best practice to augment NPS with other tried and tested metrics that have also shown strong links to growth.

Other metrics used in VoC

In many ways, VoC programs have morphed from traditional customer satisfaction surveys and, in many instances, these have evolved together into a single program under the VoC banner. Therefore, we will often see not only the NPS metric but other metrics such as:

  • Customer Satisfaction – How satisfied are you with them?
  • Customer Expectations – Do they meet, not meet, or exceed your expectations?
  • Customer Effort – How easy is it to do business with them?
  • Customer Value – How would you rate the value they deliver?

Frequency of collection

There are several ways to run a VoC program: continuously - based on customer touchpoints, or periodically - based on a point in time. Choosing the right approach is determined by several factors including the level of customer engagement (low to high), the level of interaction with your brand (i.e. the number of touchpoints), the ease and convenience for your customer to participate and your appetite for measurement.

Getting it right is a bit of a balancing act and D&M Research can help design an optimal program for you.

Talk to D&M Research today about building or improving your VoC program around your NPS score.

If you want to know more, download our award-winning research-based white paper, 5 Ways To Revitalise Your NPS Program.

Our approach

At D&M Research, we believe NPS is here to stay but limited in its ability to inform strategic changes that impact consumer behaviour and therefore your bottom and top line. But that does not mean that it is not useful - it is - and that is why our approach to NPS is to Embrace, Enhance and Extend NPS in your VoC program:

Embrace

  • It's here to stay and is widely used so embrace it
  • Accept NPS and use it in VoC programs
  • Make sure you have the additional verbatim evidence to NPS: "Why did you give that score?"

Enhance

  • But NPS is limiting on its own if you don't know how to impact the score – it needs to be enhanced! 
  • Find out what levers to pull to drive NPS through an analysis of reasons given. (Coding of verbatim and regression analysis is very useful here.) Ultimately, you need a model of what drivers NPS and starts measuring performance on these levers in addition to NPS.

Extend

  • Extend beyond NPS to include other key metrics which can predict actual consumer behaviour – satisfaction, expectation, reluctance to switch, value for price paid, likelihood of re-purchase etc. Don't rely on NPS alone to do the whole job – it can't!
  • Model these against actual behavioural metrics to have a suite of metrics in your VoC, not just NPS.

Talk to D&M Research today about building or improving your VoC program around your NPS score.

If you want to know more, download our award-winning research-based white paper, 5 Ways To Revitalise Your NPS Program.