When a customer gives you the highest possible scores on satisfaction and loyalty, it’s understandable that you may feel compelled to declare victory and shift your attention to the next relationship. Time to break out the champagne! Unfortunately, you may want to wait before popping the cork. We find that in a surprising number of the surveys we perform, highest-score customers also offer negative feedback in their open-ended comments. So, while you may have scored a 10-out-of-10, your work is not yet done.
Every company longs to create more loyal customer and increase word of mouth referrals. If you want to increase your performance in these areas, you need to first find a way to measure your performance and then act on it. To get the measurement you need feedback from clients. Enter Voice-of-the-Customer surveys or VoC surveys.
A few weeks ago, I was reading through several thousand voice-of-the-customer (VoC) comments we’d gathered for a client1 when I was stopped in my tracks by a quote. The customer told us that while he preferred a competitor’s product, he’d purchased our client’s product instead because he preferred the experience he’d had with our client’s sales representative. Wow! It may be common wisdom that the best product doesn’t always win, but there’s nothing like seeing the proof straight from a customer’s mouth.