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. 

“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.” 

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. 

“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.

“I spent years hearing customers telling us exactly what we need to know, but that was overlooked because we didn’t have a process to capture it.”

Let me know if this sounds familiar. Your company has developed a new feature. It’s launch day and internal enthusiasm is high. Out goes the newsletter, the social media posts, and the feature is turned on.