In today’s business environment, we hear a lot about the voice of the customer. And with good reason. More than ever, listening to your customers makes sense. And that is what voice of the customer or “VOC” programs are all about – listening to your customers to hear about their experiences, learn their likes and dislikes, understand their perspective, and anticipate their needs.
For organizations looking to thrive—not just survive—in today’s diversified global market, customer experience management may be just the brand strategy they need.
The truth is, everyone wants an amazing experience and, while B2B companies lag in delivering this, there is a great opportunity for businesses who invest in developing high-impact customer experience programs.
To get a deep understanding of customer needs and expectations, a robust and meaningful Voice of the Customer (VoC) program needs to be in place to collect the insights needed to drive CX strategy. But, just as a builder wouldn’t build a home without a blueprint, you shouldn’t build a VoC system without a plan.
A roadmap is only beneficial if it helps you get to where you want to go. If streets are omitted or mismarked, the map impedes your ability to reach your destination. In essence, it loses its value. The same principles apply to a customer journey map.
Without enough outside perspective journey maps can easily become nothing more than process maps that document steps with little emotional insight into customer pain points, frustrations, gaps in service or moments of truth.