Voice of the Customer Consulting and Integrations

In an increasingly consumer review-driven economy, it’s customer experience that differentiates leading brands from the rest of the pack. But for many brands, knowing where to start and how to build a customer experience program is daunting. With customer experience consulting you can build a clear plan that helps you outperform the competition, close the loop with customers, and act on feedback.

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A good voice of the customer consultant will help you with the following steps:

  • Mapping your customer journey to identify key touch points and drivers of satisfaction
  • Choosing the right metrics
  • Designing a methodologically sound feedback program
  • Creating a customer-centric culture
  • Integrating your existing systems to ensure adoption

Mapping your customer journey

A customer journey map is a great way for you to visualize your entire customer lifecycle, from the first point of contact to the last. Mapping your customer journey will help you provide better customer experiences and generate greater loyalty—something companies in every industry could do better at.

There are four main types of journey maps: current state, future state, day in the life and blueprint, but the best journey maps have five things in common:

  • They indicate WHO is going through the journey
  • They illustrate each step a customer takes on a timeline
  • They show customers’ thoughts, emotions, and perceptions throughout the journey
  • They highlight the customers’ biggest pain points or the biggest opportunities for improving the journey
  • They are easy to understand at-a-glance

Customer journey mapping exercises illuminate the key attributes for each touchpoint enabling you to gather focused customer experience feedback. This process helps you think through the best channel and timing for your feedback mechanisms and helps ensure that you aren't missing anything in your VoC program.

Key Stages of the Customer Journey

Choosing the right metrics

A critical part of successfully executing a customer experience management program is choosing the right metric. Many CX programs fail to motivate real changes because they aren’t backed by the appropriate metric. Your consultant will be able to help you identify which metric is the most appropriate for your organization.

The three most commonly used customer experience metrics are:

  • NPS The Bain Certified Net Promoter Score system measures customer loyalty by asking how likely your customers are to recommend your company to someone else.
  • CES CES, or Customer Effort Scoring, measures how much effort it takes for a customer to have a request filled or a complaint resolved.
  • CSAT Customer satisfaction survey questions, sometimes referred to as CSAT questions, measure how satisfied your customers are with a particular product, service, or the overall customer experience. Unlike, NPS questions or customer effort scoring, CSAT questions can take various formats and phrasings.

After your voice of the customer consultant helps you decide which metric is appropriate for your VoC program, take some time to set goals for improvement. Evaluating where you are and where you want to be, keeps everyone motivated to keep improving your customer experience.

How satisfied are you survey question

Designing a methodologically sound feedback program

Survey data are often only as good as the questions that generate them, so as you design your feedback program, ask your consultant for help to ensure that your feedback questions are backed by sound research methodology.

For help designing questions that will yield reliable data, check out our Research Success Kit for Survey Design written by Qualtrics’ Principal Research Scientist Dave Vannette.

Creating a customer-centric culture

Creating unforgettable customer experiences involves more than just sending satisfaction surveys – it starts with shifting your company focus to customer obsession. This shift isn’t easy, but it can be done. With the help of your customer experience consultant, ensure that your company is aligned on six key factors to ensure that your customer experience program is successful:

  1. Alignment and Action
  2. Metrics & Listening
  3. Strong Leadership
  4. Vision & Clarity
  5. Patience & Commitment
  6. Engagement & Collaboration

Integrate your existing systems

To increase the chances that your CEM program will take root and be successful long-term, the customer experience consultant you choose should also be able to help you integrate your program with the systems you already use. If your team already uses a software system like Slack or Salesforce, integrating your CEM program will streamline your workload and give you the ability to close the loop with customers in the systems you’re already used to using. For more information on CRM integrations, please visit our Case Management page.