Leading CX practitioners gather to discuss the evolutionary stages of a VoC program
Attendees at Confirmit’s recent “Five Facets of VoC Maturity” workshop were urged to visualize their position on the maturity scale in order to achieve key milestones on the path to VoC success. Claire Sporton, VP, Customer Experience Management at Confirmit led the interactive and instructive session, helping attendees to understand what maturity looks like at key stages of VoC program development.
Sporton explained: “A well designed and well executed VoC program does not simply appear out of the ether. It does not come fully-formed but instead requires careful nurturing throughout its lifetime. VoC programs also operate on multiple levels – strategic, tactical, leadership, frontline, financial and operational – which means they develop at different speeds and have different trajectories.
“Keeping track of each of these elements can be difficult but the most effective way to monitor progress and identify next steps is to imagine that your VoC program is on an evolutionary path. If you map out where each element is on a maturity scale, you can visualize and focus more easily on what needs to be done to move forward and ultimately deliver tangible results for the business.”
Attendees were given the opportunity to consider the maturity of their own VoC programs by examining the Five Facets of VoC Maturity:
Vision: A clear strategy that links the VoC program to key business priorities underpins the best strategies. A mature vision not only provides clarity on the end-game, but defines the milestones of the journey, breaking it down into achievable pieces, ensuring each milestone is meaningful to everyone in the organization.
Design: A robust design is a given for any program, ensuring it measures the right “thing” and is aligned to the right outcomes for an organization. But a mature program will be wary of complacency after the initial set up and will strive to be relevant and engaging to both audiences in the long term.
Engagement: Buy-in from the leadership team is essential, as is ensuring that employees understand and value their role in the customer experience – mature programs not only use customer journey mapping but review and amend them and employ a clear communication strategy to share results and successes, especially in relation to ROI.
Driving Action: Early results are great but big wins in the long term are not impossible – maturity here isn’t about the scale of change, it’s about impact and this means working towards strategic process re-engineering opportunities further down the line.
Value: At the outset, the program may have been designed to deliver value by reducing the churn rate, for example - once achieved, a mature program will identify new ways to deliver value, especially on operational and financial fronts. A really mature program will also deliver demonstrable cultural value.
“Speaking with Confirmit’s VoC experts at the workshop gave us a lot of new ideas which will help us to evolve our VoC program” said Robert Gruszka, Market Research Manager, The AA. “It was great to be able to spend some time understanding how the different elements of a program mature at different phases and to see where we sit on the maturity scale”.