The Power of Acting
August 4, 2015
According to Gartner research, 89% of companies plan to compete primarily on the basis of the customer experience by 2016. But in order to do so, companies require intense collaboration among many different functions and roles across an organization. Teams need immediate access to customer insights, paired with the ability to engage quickly and effectively. Successful CX programs don’t happen in isolation.
There is one customer experience leader who is paving the way in operationalizing customer feedback data. Honored at C3, the annual Clarabridge customer experience event, Verizon was awarded the Oppie, or the Operational Excellence award. They were recognized for taking Voice of the Customer data and truly acting on it throughout the organization. By focusing on the customer experience and service they deliver, Verizon’s Customer Experience (CX) program accounted for over $200M in overall value in 2014.
With over 60 listening posts, they have designed programs such as Customer Pain Points around customer data. Verizon has been able to attribute considerable business value to their CX program, including Super Storm Sandy overage forgiveness, FiOS bundle upgrade, Broken Promises Program, and many others.
Verizon has a clear strategy for consistently making sure that the voice of the customer is at the table for all strategic decisions. To make this a core focus at your company, there are 3 best practices to keep in mind:
- Give your customer a voice by listening to all possible channels: When identifying and creating feedback channels, consider that there are many ways customers provide feedback. They may mention product issues while on the phone with your services team, take a customer survey, mention issues directly to your sales team while they are in the buying process, or email you. Verizon listens to over 60 channels; your goal is to listen to the customer’s voice from as many sources as possible in order to glean a holistic view of the customer journey.
- Activate the customer’s voice, working with each business unit across the organization: Customer insight is meant to be shared. Choose what works best for your business: perhaps insights are best shared through monthly meetings, bi-monthly forums, lunch and learns, or personalized daily reports to front line employees. Amy Tinley, Director of Client Experience Analytics COE, at ADP says, “Don’t just throw the verbatims over the wall.” Instead, she advises CX teams to work with each business line and help them “pull back the layers of data,” peeling it like an onion.
- Update the customer and let them know how they helped improve your business: Whether you are responding to comments on social media or sending personalized content, if customers know you are listening, they will both provide more feedback and speak more positively.
Creating a customer-centric culture means taking customer insights to a new level and acting on what customers are saying. For Verizon, it is their ability to make customer feedback data immediately actionable for business units across the organization makes them stand out as a leader in customer experience management. We challenge you to find your customer’s voice and make sure it’s being heard across your organization.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani