25 Common Voice of the Customer Mistakes includes Self Assessment

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About Customer Relationship Metrics
We make corporate missions and customer passions happen.

20 years ago at The Purdue University Center for Customer‐driven Quality, Dr. Jodie
Monger (President and CEO) began working with contact centers to uncover and leverage
customer experience insights to improve customer relationships.

Most often, contact centers contain the most abundant and richest source of customer
experience business intelligence. Our primary mission is to collect, evaluate, and
disseminate customer intelligence to assist the senior leaders in making decisions relating
to the customer experience using leading technology and to accomplish this with no or little
IT requirements.

We are an independent source of customer experience intelligence information for those
needing to affect change.

We engage in activities that support research law.


25 Common CX Voice of the Customer Mistakes

Customer Experience (CX) Voice of the Customer is
Different than Market Research Voice of the
Customer

When you have a sinus condition, you wouldn’t go to a
chiropractor. While a chiropractor is talented when it comes to
matters of the spine, he doesn’t have the skills needed to solve
your sinus problem. An ear, nose and throat physician is perfect
for your situation. When it comes to the Voice of the Customer
(VoC), a term that describes the process of capturing customer
expectations and preferences, a Market Research approach and
a Customer Experience approach are different specialties just as
a chiropractor and an ENT.

This self‐assessment focuses on identifying mistakes with CX Voice of
the Customer measurement.


CX VOC is Different than Marketing VOC
A market research approach as it pertains to the VoC is to provide
important key information identifying and analyzing the marketing
need, size and competition. For example market researchers may
try to identify what color to make this season’s washer and dryer
by doing interviews at a local shopping mall.  The most appealing
color for customers means higher sales, bigger market share and a
winning brand. The research in this case has little to do with how
the customer experiences the relationship with the organization –
the purchase, the service and support, the warranty, etc.

A customer experience VoC approach goes beyond the
marketplace, goes beyond the strategic, and gleans tactical
insights about how the customer is using the product and
interacting with the company in person, on the phone or through
electronic channels.  Does the customer find value in the product?
What drives the value proposition? Would they buy it again?
Would they refer the brand to their friends or colleagues? Is the
customer a brand advocate on the social networks? A customer
experience VoC approach seeks to holistically validate the
customer findings.  Oh, and the WHY behind these critical metrics.



CX VOC is Different than Marketing VOC

While the chiropractor and ENT are doctors, the
methods employed and what they treat within the
body are drastically different. Similarly, VoC market
research and a customer experience approach are
related in the discipline of research, but the results are
as drastically different.

Are you afraid of going in the wrong direction? Do you
need better VoC techniques to get better outcomes? If
this ebook doesn’t get you all you need, get a free
assessment today.


Customer Experience Big Data Dysfunction Diagnostic
INTRODUCTION

The questions in the self‐assessment are designed to be a guide
to identify the mistakes that create barriers to success in your CX
Voice of the Customer insight generation.

Identifying mistakes is not providing a solution to your problem,
but the awareness can lead to create a tactical plan to overcome
the failures.

But, we have found that answering “YES” to these questions
(answering “YES” IS A BAD THING) has often provided an
effective a tool for diagnosis, as have lengthy explanations of the
difference between market research and customer experience
research.

We appreciate that the diagnosis of CX Voice of the Customer
mistakes is a matter that must be very serious and very strategic.

Our hope is that the awareness generated from this assessment
will help your organization develop better CX Voice of the
Customer practices.


The Opportunity

Converting customer insights to action is the
biggest differentiator for competitive success.

Understanding the behaviors of customers and
employees, their impact to business results and
the business potential, is exploding in need.

Companies are demanding more value derived
from customer insights than ever before.


The Challenge

• Adding High Overhead
• Too much to do
• No IT resources to give
• No FTE approved
• Lack of skilled personnel
• Immediate impact demands



Your Solution

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and employees.

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“GET what your CRM is missing” SHARE EBOOK

Removing Burden adding Value

• BI Know‐how • <60 Days
• SaaS Tools • Training
• Skilled SMEs • No FTE or IT


Removing Burden adding Value

“I love what I do and the
need for it grows daily.
How great is that?!”

Dr. Jodie Monger – President, CEO

Founded at

PURDUE UNIVERSITY
Center for Customer‐Driven Quality
WWW.METRICS.NET since 1993 SHARE EBOOK

You NEED Business Intelligence,
with VOC
Source: Aberdeen Group

• A growing number of key decision‐makers need / want analytical capability
• High‐risk with relying too much on “gut feel”
• Time window for decision making and agility is shorter
• Dispersion and decentralization of our workforce
• “Most vital” business information not rapidly identified
• Insufficient visibility into operational activity
• Inability to identify and act upon business opportunities (revenue growth, cost reduction,
customer acquisition, etc.)
• Poor understanding of competitive threats
• Increased dependence on the performance of external stakeholders
• Cyclical nature of our business (feast or famine)


Instructions: Keep track of your “Yes” responses

25

(1.) Do people question
the accuracy of your CX
VOC program and
reports?

Image Credit: koalazmonkey


(2.) Do you find yourself
saying, “But we’ve been
doing this for several
years,” when you
describe your CX VOC
program?
Image Credit: MTAPhotos

Image Credit : Office Now

(3.) Does your CX
VOC program
have lots of
numbers (bones)
and very little
“customer
comments”
(meat)?


Image Credit: Deborah Fitchett

(4.) Does your CX VOC program use a
WWW.METRICS.NETcategorical scale? SHARE EBOOK

This is our CIA (Customer Insights to Action)
newsletter registration. Here is what you need to
know…

1). As a member, you’ll get access to special briefings on the latest findings on
customer experience research, free training resources, and insiders’ insights into the
myths and mysteries in contact center technology, operations, and it’s role on the
entire customer experience.
2.) Frequency only 3‐4 times per month. (We won’t bother you with dirt that won’t
grow anything. This will be the good stuff that creates big blooms).
3.) We guard your secrets better than the real CIA. No double agents or lost laptops
here; your info is never sold to anyone. Only an act of Congress will open our vault.
4.) You can unsubscribe anytime. Use the link at the bottom of your emails to go back
to being lonely citizen.

Ready to get the inside stuff? Go…

(5.) Was your CX VOC program constructed with
the end in mind?

Image Credit: sarahgoldsmith

(6.) Was Marketing
a major contributor
to your CX VOC
program design?

WWW.METRICS.NET Image Credit: Michael Casey
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(7.) Do surveys comprise
more than 75% of your
customer experience
interpretation?

Image Credit: aloshbennett

Analytics Dilemma
DOWNLOAD
SKILLS GAP EBOOK
Source: ASTD-Feb 2010
(CLICK)

McKinsey Global Institute projects that by 2018 – in only 5 years ‐
“… demand for analytical positions could exceed the supply being produced on current
trends by 140,000 to 190,000 positions”. Furthermore, they project “a need for 1.5
million additional managers and analysts in the US who can ask the right questions and
consume the results of the analysis effectively.”
“CLICK BUTTON ABOVE TO DOWNLOAD eBOOK WITH MORE INSIGHTS”

Image Credit: Aaron Escobar

(8.) Is your main mindset for your
CX VOC surveys… “they have to be
short”?


Image Credit: Tim Patterson

(9.) Are there
concerns that
results may
differ by
customer type?


(10.) Have legal
issues NOT been
reviewed about
applying your CX
VOC results to
performance and
compensation?

Image Credit: TallentShow

(11.) Is decision
making about
response errors
MISSING in your
CX VOC planning
and management
process? e Credit: the italian voice


Image Credit: Office Now

(12.) Does your sample size prevent extrapolation to the
population?

(13.) Do you
struggle to
understand the
causality of
dissatisfaction?


Image Credit: Wrote

(14.) Do you have more filters than questions in
your CX Voice of the Customer process?
Image Cedit: Ana_Fuji

(15.) Do you
think software is
the answer for
your CX Voice of
the Customer
program?

Image Credit: ajscripa

(16.) Do any of your CX
VOC questions contain
the word “and”?

Image Credit: katerha

(17.) Do you struggle to extract actionable information
from your CX VOC program?

Image Credit: lu_lu

Image Credit: FaceMePLS

(18.) Did your
contact center
leadership
team design
your CX VOC
survey
questions?


(19.) Does every member of your CX VOC audience
receive the same report?

Image Credit: DirtyS

Image Credit: Mely‐O

(20.) Does your CX VOC program
mostly contain questions answered on
a dichotomous scale?


(21.) Does
your CX VOC
survey ask
questions of
your customer
that you are
unable to act
upon?

Image Credit: silverfox09


22. D

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(22.) Does your
data go directly
from data
collection directly
to the reporting
platform (without
survey calibration)?

Image Credit: MichaelCasey

Image Credit: life_is_bella

(23.) Are you using
only email surveys for
your contact center
CX VOC
measurement
program?

Image Credit: Eneas


(24.)  Do any of
your CX  VOC
questions
contain the word
“or”?

Image Credit: atomicjeep

(25.) Are you unable to produce predictive
models about the customer experience (CX)?

Image Credit: stellbee

(26.) BONUS: Is your CX analyst primarily selected
because of the statistical skills?

Image Credit: MichaelCasey

Big Data Dysfunction Diagnostic
GUARANTEED VALUE

Our Risk‐free 2‐10 Guarantee
Our work is guaranteed to deliver results.

We can guarantee value that software can not
and WILL NOT.

Within six months of working with us, we guarantee you will experience a
minimum 2% decrease in costs or an improvement in sales and a 10%
improvement in customer experience scores or we will, at your option,
accept the portion of those fees that reflects your level of satisfaction.
Guarantees are based on project scale and scope and will be outlined prior to
the start of your project.


Get the assessment as
a Total your Score
FORM

Number of “Yes” Responses:

0‐2: EXTRAORDINARY and rare
3‐6: BEST of the best, a role‐model
7‐11: ABOVE average, keep striving
12‐16: AVERAGE, yet high competitive risk
17‐20: RISK of business failure
GET ACCESS
21‐26: GET OUT of there

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Reverse the STOP, BEFORE YOU
Dysfunction and build PASS UP ON YOUR
a COMPETITIVE CONSULT,  ASK
ADVANTAGE WITH YOURSELF THESE
CUSTOMER QUESTIONS:
EXPERIENCE DATA
? Is what we are doing now setting us
up for future success?
IT’s NOT ABOUT REPORTING! Those
that focus on reporting are losing out in ? Am I just dealing with our data
the competitive race.  We can give you problem  and increasing burden?
an advantage…and we guarantee it. ? Does waiting cause us to be
REQUEST A CONSULT standing still and get passed by?

…to learn how the data scientists at
Customer Relationship Metrics  can
help you to overcome your customer
experience data dysfunction.

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ANALYSIS MINING (SaaS‐tools) SALES SERVICE COSTS

25 Common Voice of the Customer Mistakes includes Self Assessment

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25 Common Voice of the Customer Mistakes includes Self Assessment