A couple of weeks ago, Confirmit held a seminar in Cologne - “Best Practice in Customer Experience”. The aim of the day was to bring customer experience professionals together with experts from Futurelab and Confirmit to explore some of the key elements of a great Voice of the Customer program and some of the real-life situations that businesses face in their development.
Futurelab has been a partner of Confirmit for a couple of years now, and it was great to take the opportunity to present alongside the Confirmit team once again. We covered a lot of ground on the day, including the key design features of a VoC program, the importance of customer-centricity, and how to use mobile to ensure that customers can report back on their experiences in real time.
One of the great things about the day was the wide range of the industries that was represented, and the variation in stages of maturity of each company’s program. We had attendees from the worlds of insurance, media, logistics, pharmaceuticals – and most prominently telecoms. Some of these businesses are just dipping their toes into the water of a VoC program, while others have relatively mature programs which are ready to be taken to the next level. It was fascinating to be involved in some of the discussions that took place during the networking lunch as these professionals from such different backgrounds took lessons from each other. They almost didn’t need us there at all!
One of the key lessons about Voice of the Customer is that while there are certainly methodologies and best practices which must be adhered to, each company is different and will be able to take their program forward in slightly different ways. For me, as someone who works closely with such businesses every day, it’s always a learning curve because someone is always doing something slightly differently and delivering significant results from their work.
There is no doubt that CX is fast gathering pace in the German market right now which is great to see – and bodes very well for the experiences that customers will be receiving from these forward-thinking businesses over the coming months and years. The trick for businesses building these programs is to keep an eye on the future, because there is no such thing as a “finished” VoC program!