The Client
The client is a globally known and admired brand focused on delivering comfort, experiences and hospitality. With a known loyalty customer base larger than 100 million people across more than 115 countries, the client has a major impact in customers’ lives.
The Challenge
Past attempts at establishing a Voice of the Customer (VOC) program fell short of execution success. Working with imperfect tools and a lack of integration of customer listening posts, the client had limited understanding of the customers’ experiences. While anecdotal information existed, analytical approaches to customer experience were impeded by the lack of customer understanding. The client currently lacked any systematic collection of customer input resulting in missed opportunities to amplify successful experiences and correct customer disappointments.
The Approach:
The team leveraged EX4CX’s “Total VOC Program” approach moving beyond a “survey & score” model into a strategy that would turn VOC into a source of customer insights and a program to drive closed loop feedback models.
Conduct client front-line and leadership team interviews to identify (and prioritize) potential customer listening posts
Design a VOC program that collects customer input...and then drives action and impact due to that input
Establish criteria, select vendor and drive implementation of VOC tool
Design coaching and celebration programs based on VOC to elevate behaviors creating ideal CX
Develop internal and external closed loop feedback programs
Ensure program addresses global nature of client’s customers and employees
The Outcome:
As a result of EX4CX’s partnership with the client team, a VOC tool was selected and successfully implemented. Client now had customer input available both as raw information and scores along with analytically determined themes. Client began using this information to drive both customer relationship restoration and select key areas of customer experience improvement focus. EX4CX delivered both a “Do these 4 Steps Now” and a long-term roadmap for full VOC program implementation. This resulted in immediate improvement actions and a vision for the future for the client. Client now has a specific path to implementing a Total VOC program to overcome previous challenges stemming from lack of customer insight.