The Customer Service Survey

Top Twenty-Five Voice of the Customer Mistakes

by Peter Leppik on Fri, 2017-10-27 15:39

I started out writing a list of the top-ten mistakes companies make when designing and executing their customer feedback programs, but found I had a hard time stopping at just ten. To paraphrase an old saying, most successful VoC programs are pretty much the same, but each failed program fails in its own special way. And there's a lot of VoC programs out there that fail to deliver value, fail to meet the program goals, and fail to do much of anything other than suck up a lot of time and resources.

So having failed to write a top-ten list, I present to you instead my top 25 mistakes in VoC programs. I could have probably done a top-100 list, but nobody would have kept reading that far.

  1. Not knowing the purpose or goal of the Voice of the Customer program.
  2. Deciding that the most important purpose of the feedback program is to generate a metric.
  3. Trying to make the same survey serve too many different purposes.
  4. Not asking enough open-ended feedback.
  5. Asking too many questions.
  6. Asking questions that aren't meaningful or relevant to the customer.
  7. Not following up with customers when they have negative feedback.
  8. Not thanking customers for their feedback and treating it as a favor.
  9. Putting relationship questions on a transactional survey.
  10. Putting transactional questions on a relationship survey.
  11. Not being open to the feedback customers want to give, and only listening to the feedback you want to hear.
  12. Using a customer survey to compensate individual front-line employees.
  13. Focusing on small changes in statistics, rather than customer stories.
  14. Not collecting customer stories at all.
  15. Not giving front-line employees immediate access to customer feedback.
  16. Doing the same thing for too long without questioning why.
  17. Assigning blame rather than fixing problems.
  18. Not taking the time to understand root causes.
  19. Not believing the customer.
  20. Not trusting employees to understand and act on customer feedback.
  21. Giving employees incentives to improve their metrics.
  22. Making improved metrics the goal of the VoC program.
  23. Assuming that an improved metric, by itself, means that your customer experience is better.
  24. Not updating the feedback program over time to reflect changing needs.
  25. Not being truly open to honest feedback from all quarters: customers, employees, vendors, and yes, even survey experts.

 

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