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Two Worlds. One VOC Program.

by | Jul 12, 2021 | Blog

Grow your business with a holistic VOC program for both digital and physical locations.

Your customers want to do business with you in the most convenient way possible—be it on the web, on a smartphone, in app, or in a physical location.  And sometimes in multiple ways at once, like using connected devices in a brick-and-mortar store.

Despite the huge growth in digital experiences during the pandemic, there are still so many customer touchpoints that take place offline. Consumers will want to wander a store’s aisles, test drive a car before buying it, check in for a flight in person, or sit down with a banker to do their loan. Not only is it essential to integrate your experiences across both the physical and digital landscape, but you also need to capture customer feedback across both.

When you add location-based customer feedback to your Voice of the Customer (VOC) program, you have a true, 360-degree view of what your customers are thinking and feeling—from both online and offline experiences. This holistic view helps you strengthen customer relationships, increase sales, grow your revenue, and build lifelong advocates.

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62% of consumers prefer to buy in-store

Source: Adobe 2020 Content Management Report[i]

From holistic VOC to increased ROI

It’s no secret that holistic VOC programs increase ROI. The insights you gain can help you create the kind of experiences that make customers happy, loyal, and more willing to open their wallet.

For example, research by PWC[i] found customers who rate companies with a high customer experience score (i.e. 10/10) spend 140% more and remain loyal for up to 6 years. And according to Forrester[ii], brands that deliver superior customer experiences bring in 5.7 times more revenue than brands that don’t. While those experiences happen both online and off, only about 15% of consumers provide feedback in physical locations.[iii] Yet what’s happening in person might be very different from the online experiences you’re hearing about through email surveys or your contact center.

 

Better feedback. Better experiences.

Every one of your locations is an extension of your brand. While the holy grail is to make every experience consistent no matter where a customer goes, the fact is, different locations can create different experiences. When that happens, you need to know.

It can be hard to visit each location if they’re spread all over the country or world. That leaves blind spots into the in-person customer experience and results in little knowledge of what’s making consumers happy—or causing them to leave empty handed. Thus, many retailers are looking for performance indicators beyond what’s in the till at the end of the day

One of the best solutions is to measure customer experience in the physical location. When you know what’s happening on site, you can take meaningful action to improve the experiences. And the better the experience, the better your chances are of increased sales, basket sizes, repeat business, and loyalty. Plus, you can see how those experiences impact the customer journey. Have calls to your call center increased in in certain geographies? Are you noticing a bump, or decline, in sales?

There’s another benefit, too. Great customer experiences create loyal customers, who often share about them on social media and by word of mouth—which can be a very powerful form of marketing. With that kind of buzz, great customer experiences can lead to less money spent trying to acquire customers or convincing them to return.

 

Get the best of both worlds with a holistic VOC.

A single, holistic VOC platform gathers feedback from online and offline experiences—across web, social, texts, email, your contact center, and your physical locations. It then surfaces valuable insights and actions—taking all touchpoints into account.

Reward or loyalty programs are a great way to gather on-location feedback. You can also add on-site surveys and kiosks. When you integrate the customer information from these programs with your feedback from your contact center and other channels, you gain a much richer understanding of what’s happening along the journey, and what your customers want and need.

The key here is integration. If all your customer information exists in separate silos, you won’t know what led to a good or bad experience. It also makes it hard to deliver a consistent and seamless experience as they move from touchpoint to touchpoint.  But with a holistic VOC program, you’ll have the data you need to set KPIs for each channel or location as well as overall customer experience north stars—where everything everyone does, from on-floor salespeople to contact center agents, helps get you there.

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Rich looks online to see if his local hardware store has the drill bit he needs.

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He sees it’s in stock and also which aisle it’s on.

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He drives to the store, finds just what he needs and checks out.

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He’s asked to fill out a survey at the checkout counter.

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He shares how he appreciated knowing the part was in stock and exactly where to find it.

Learn how we can help.

Seventy-seven percent[i] of consumers view a brand more favorably if they seek out and apply customer feedback. And 68% have a more favorable view of brands that offer or contact them with proactive customer service notifications. So the rationale for a strong VOC program is there. As is the data proving the value of great customer experiences. All you need is the right solution.

We can help. NICE Satmetrix holistic VOC is a true, one-stop-shop for voice of the customer. This self-service solution is easy to implement and meets the requirements any size organization. Discover all that it can do. Schedule a demo today.

[i] “Adobe 2020 Content Management Report,” Adobe. 2020.

[ii] “Retailing 2020: Winning in a polarized world,” PwC and Kantar Retail.

[iii] Jim Disco, “Why personalization is key for retail customer experiences,” Retailcustomerexperience.com, October 19, 2017.

[iv] “Adobe 2020 Content Management Report,” Adobe. 2020.

[v]2017 State of global customer Service Report,” Microsoft. 2017.

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