All leaders should feel very connected to the voice of the customer.
Both customer service and Customer Experience (CX) leaders play a role in connecting the executive team to the actual experience. CX leaders are often responsible for gathering and interpreting customer feedback. Therefore, their Voice of the Customer (VoC) reports are often distributed widely.
But if there’s no story told with the data, leaders may fall into the quick yay or nay reaction. “Our customer satisfaction went up .25% this month. Yay! Keep up the good work.” Or “Our customer complaints on social media went up .25%! Nay! Fix it!” These reactions do little to actually create change.
Stories are a more powerful way to really connect leaders not just with what’s happening, but with the customer’s emotional state.
Voice of the Customer reporting should include powerful, real-life stories. This means using the customer’s real words and sending recordings of real calls. Customer service leaders see these issues bubble up before there’s enough to impact the reported data. That said, those leaders should work to capture those stories as they happen.
How should Customer Service teams be contributing to these reports? Are there ways teams can contribute real-time stories about customers and what’s working (or not) for them!? I’d love to hear your ideas here!