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Use Voice of the Customer (#VOC) to Reduce Churn

Posted by Tom Smith on Wed, Oct, 22, 2014 @ 11:10 AM

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Do you know what your customers think about the products and services you and your firm are providing?

 

Are they likely to buy from you again?

 

Will they renew their contract?

 

If you don't know, you should ask them.

 

The insights you receive from a proactive voice of the customer program will let you know what is, and is not, working for your customers.

 

A customer who complains, and whose complaint is resolved, is more likely to be a long-term customer than the one who never provides you any feedback at all.

 

Customers that take the time to share their thoughts with you are engaged with you and your brand.

 

Don't you want to know the level of engagement your customers have with you?

 

Ask your customers about your transactions, as well as your relationships.

 

I prefer using a three-question Net Promoter survey. I find this to be an quick and easy way for the customer to let us know how we're doing and what we can do to improve.

 

Surveying heavy cell phone customers enabled us to learn how they wanted to be rewarded for their loyalty. By learning that customers wanted the lastet and greatest technology, we ensured they did and subsequently reduced churn by 9% and prevented $16 million in lost revenue.

 

For a swimming pool OEM, we surveyed 3,289 pool and spa distributors to learn what we could do to positively differentiate our products and sevices from the market leader. The insights provided by these B2B customers enabled us to make changes to our products and services that enabled our client to move from third-place to first-place in the industry.

 

As you can see, VOC can be used in both B2C and B2B markets.

 

After all, we're still people selling to people. It's important to understand what's on our customers' minds rather than assuming we know.

 

Consider spending time and money to prevent customer attrition rather than focusing all of your effforts on getting new customers. 

 

How have you used voice of the customer to reduce churn and improve the customer experience in your business?

 

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Tags: consumer insights, VoC, voice of the customer, net promoter score, connecting emotionally with customers, NPS