I was flipping through the 2012 Forrester Voice of the Customer Award nomination forms the other day, and I realized that I’ve been unwittingly holding on to an valuable resource — all the advice that we asked nominees to impart on other voice of the customer programs. The very last of the six questions on our nomination form is, “What advice would you give to other organizations to make their programs successful?” We got some great answers from the 40 or so nominated companies, so I pulled together the top 10 pieces of advice. If you’re looking for some inspiration for your own VoC program, look no further than the advice of your peers.
1. Build executive support. The majority of nominees offered this advice, and it’s consistent with Forrester’s own research showing that executive support builds a foundation for VoC success. Executive support helps CX pros put key building blocks in place, such as adequate tools to collect and analyze data and processes to systematically act on it. How do you build support? Prove the value of the program by demonstrating tangible business value. Track the results of service recovery efforts to save unhappy customers and aggregate the results of improvement projects initiated by VoC-collected data.