Signal VoC Blog

Understanding customer satisfaction is more important than ever — the CSAT (“Customer Satisfaction”) metric is a popular tool, as part of a balanced picture, that many organizations take to help them get there. 

Since 2003, many companies have relied on Net Promoter Score (“NPS”) for insight into how happy and loyal their customers are. However, with customer expectations rising and customer experience reigning as today's primary competitive differentiator, many CX leaders are debating the efficacy of the NPS metric in measuring customer relationship health. 

“The whole system is established toward making sure we win the game instead of being champions at the end of the season, and that’s where Support comes in. Support makes you the champion at the end of the season.” 

“I believe CX can be a department and be responsible for the plumbing and the wiring, but it also needs to be baked into every team.”

Organizations that seek to leverage Voice of Customer (“VoC”) for a better customer experience often face a paradox — striving for company-wide ownership can diminish accountability as teams continue working toward their individual KPIs. Still, without whole-company ownership, meaningful action is rarely taken. Our panelists, Zach Bouzan-Kaloustian, VP Member Experience at Wild Alaskan, Rossana Parrotta, Customer Success Executive at Cisco, and James Varughese, Senior CX Specialist at Intuit, offered valuable insight on taking individual ownership of the customer voice, inspiring cross-functional ownership, and tailoring your approach to VoC to meet you where you are. 

47% of CX leaders believe it’s only getting harder to please customers. One potential reason for this is that organizations don’t see the same version of the customer experience that their customers see. CX organizations are working harder than ever to build offerings and processes that reflect the actual customer experience rather than their assumptions. However, this is easier said than done.

We discussed this dynamic with a panel of Customer Experience and Success leaders to understand what it takes to build for the real customer experience. Our panel featured Sarah Bierenbaum, Founder of Sarah B Consulting, Chad Horenfeldt, Director of Customer Success at Kustomer, and Leslie Reyes, Founder of Road Warriors Consulting. Here are three key takeaways from the discussion:

“A new way of thinking first requires a fresh way of seeing or measuring the world around us.” 

An effective Voice of Customer strategy can have many moving parts. As a result, organizations with industry-leading CX often have an executive sponsor to ensure that VoC initiatives result in impactful action and don't stop at listening.

“Surprises are great for birthdays, but not when you’re running a SaaS business.”

"Great things in business are never done by one person; they are done by a team of people.”         - Steve Jobs