The key to meeting customers' needs and obtaining their loyalty and business both directly via sales from them and indirectly through referrals to others such as social media/social channel, is by listening to them and analyzing their comments, i.e. obtaining the voice of the customer, or VOC. The notches on the door that enable it to be opened on the insights within are carefully-crafted questions cut by enterprise feedback management (EFM) software, delivered by voice, e-mail or web and increasingly by text-based surveys to customers and employees. EFM tools capture customer-and employee-generated information, enable response and reporting analysis both speech and text (including unstructured responses such as those obtained from social media) and permit these insights to be blended and shared across the organizations. Automated alerting and case opening tools based on survey results launch immediate calls to action, such as agent coaching.
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