Win with Advanced Business Analytics: Creating Business Value from Your Data

COMMON VOC PROGRAM PITFALLS

Over the years, Abby Mehta has come across many excuses that business managers offer for not using the VOC insights in their decision making. Here is a sampling that should show you what not to do as you design, plan, and execute your VOC program—and some thoughts on what you can do to make it work!

“Why didn’t I use your VOC insights?”	What can you do?
“I did not see them in time for my decisions.”	Be timely.
“I did not know you had any that could help me.”	Be proactive.
“I did not understand what you were saying.”	Be clear.
“I am not sure why you sent them to me.”	Be relevant.
“I was not sure what I should to do with them.”	Be actionable.
“I didn’t believe in your data and methods.”	Be credible.
“I did not get approval to action it.”	Be strategic.

VOC professionals need to take responsibility for providing the senior leaders and business managers with insights that support and guide customer-centric decisions as they plan their strategy. VOC researchers should be well aligned with the organizational priorities and work closely with their business partners to help them truly listen to and understand what the customers are saying and act on the basis of these customer insights.

KEY TAKEAWAYS

• In this chapter, I outlined the need for organizations to be customer-centric and to infuse customer feedback into their business decisions across the enterprise, in order to be successful and stay ahead of the competition. A systematic ...