Agent Motivation

How to Use Voice of the Customer Data in a Contact Center

The modern contact center is changing, and with it, the growing emphasis on using Voice of the Customer (VoC) data to inform business strategies and initiatives.

Voice of the Customer data has unique value for contact center service teams in particular.

When captured and used properly, VoC data has the potential to transform your front-line contact center team, empowering them to better understand customer needs and creating more valuable insight for your business across the entire organization.

Keep reading for the top ways your business can start using Voice of the Customer data in your contact center or with your outsourced service team.

Prepare Agents for their Role – and Their Future With the Brand – using Voice of the Customer Data

When you think of using voice of the customer data in a contact center, the first thing that comes to mind might be using it to continuously coach and train your customer service agents to be successful in their roles.

And while that’s true, you can start using this insight even sooner.

VoC data can be a game change for your contact center when implemented as part of your onboarding program to help get new team members up to speed with the voice of the brand, and how to interact with its customers.

Butternut Box uses real customer feedback and QA to train their agents on their Tone of Bark during onboarding, and SmartPak has been able to transform their onboarding process and set new agents up for success from day one.

As a result, access to VoC data enables new hires to feel more confident stepping into their roles, more engaged with customers and their customer service career path, and more empowered to make decisions and to do right by the customers.

How VoC Helps Build a Working Environment That Inspires

Today, contact center teams are not only further removed from the brand they’re providing service for, but are far removed from their fellow agents. At the same time, the struggle with burnout is real.

With 16.9% of businesses reporting an increase in contact volumes and 28% reporting that they don’t have enough staff to handle their workload, contact center agents are being stretched thinner than ever before.

Key for keeping your contact center agents engaged, preserving your culture, and helping to alleviate some of the stress your team is facing each day is creating a streamlined process for managing customer feedback and expectations. 

By using VoC data, you can give your agents a first-hand look at the value they’re providing your customers.

Sharing positive feedback and reviews from your customers can serve as great motivation to your team, which will not only help them feel more engaged in their role, but also underscore the value they bring to the business and highlight that what they’re doing really makes a difference.

Use Voice of the Customer data to increase customer satisfaction.

Using Voice of the Customer Data to Empower Individual Agents

For customers’ and agents’ satisfaction alike, your agents must “own” the service experience. They need the freedom, means, and resources to resolve customers’ issues without having their hands tied by strict scripts and call length restrictions.

Of course, that doesn’t mean allowing agents to throw brand protocols to the wayside. In fact, it means quite the opposite.

When you tap into voice of the customer data, you gain invaluable insight into how your customers are responding to your agents, company policies, and any issues they may be running into along the way. 

By utilizing this data across your contact center, you create a holistic feedback loop that gives your agents inside perspective into how customers feel about a particular issue – like a brand’s exchange or refund policy – and empowers them to handle these situations effectively to create positive customer experiences

How to Run a Successful Voice of the Customer Program with Real-Time Customer Feedback

In a Contact Center Pipeline survey, 8.8% of respondents said that one of their biggest challenges is lack of (or poor) performance tools, like quality assurance and workforce management software, that’s meant to better enable their teams to succeed.

Given the limited amount of data most contact centers have available, how can agents track their own performance? How can they compare their performance with that of their peers, and continue to grow?

The answer is simple: a real-time feedback loop, where customer feedback is shared with front-line teams via individual dashboards, delivers top – and bottom-line value – that occasional QA reviews, infrequent NPS surveys, and basic CSAT scores can’t.

Changing your VoC strategy to focus on collecting agent-level customer feedback and sharing it directly with your front-line team will drive motivation and transform your entire organization for the better.

This approach requires a subtle change in thinking for most contact center leaders.

Too often, VoC data is collected at a company level, and the insights don’t trickle down to the front-line. But this is a major missed opportunity for motivating agents and empowering them to deliver great customer experiences even when they aren’t on the contact center floor. 

With this data collection program in place, contact center agents have something to strive for, and managers have the insights they need to assess and address overall performance.

The result is a virtuous cycle of continuous improvement and, in turn, a dramatic return on investment.

Create a customer feedback strategy that works for your front-line team and see how Stella Connect can turn your voice of the customer data into actionable insights today.