Communicate, Communicate, Communicate — To All Internal Stakeholders — Or You Will Regret It

Simply put, communication is the next make-or-break element of a successful VoC program.

A great VoC program communicator has the same mindset as a marketing professional. You have to think about marketing VoC to your organization the same way you would market a new product or service to your customers.

At the onset of the program, communicate what VoC is, why it’s important, how it will drive business results, and what touchpoints you will focus on.

Get creative to get people on board

Once VoC has begun, companies often share results with the entire organization.

This way, every employee knows the company’s NPS, the number of problems experienced by customers, and the speed at which teams were able to solve them.

I’ve seen companies do actual internal marketing campaigns, with posters in every office, intranet articles and blog posts written by executives, and town hall meetings — complete with skits demonstrating good and bad customer experiences!

Employees see the positive and negative experiences reported by customers, and with so many bright posters lighting up the office, they are excited and informed!

Some of our clients also have daily or weekly team briefings to keep everyone current with what’s going on with the customer experience and VoC.

Communication should be ongoing

Once customer feedback via VoC begins to roll in, you are not done! Communication must continue.

Users need to know how to log in to your VoC software platform and how to handle customer complaints about a recent experience. They need to know how to open these cases, how to use email templates to follow up, and when a phone call to the customer will be necessary.

It’s also important that they know what they are authorized to do to save the customer. For example, can they provide a discount or a free product?

VoC is not the same as Market Research

And if there was any doubt about the difference between VoC and market research, the communication element should make this difference clear.

Market researchers are centrally located in one department. One person or team will initiate the study, collect data, analyze the results, and present the results to a few people within the organization.

VoC is operational and touches the whole organization, including those delivering the service or supporting the customer.

Remember, it’s impossible to overcommunicate to your team about the benefits of using customer feedback to make operational improvements.