MarketTools Blog

 Many companies invest significant resources designing and deploying a Voice of the Customer program.  With these kinds of investments in time, people and money, you would think that the entire company, from the CEO to the person who sweeps the floors would be aware of the goals and objectives of their program.  The sad truth is that in many cases, the people who have the greatest impact on satisfaction and customer loyalty  – the people on the front lines – are not even aware there is a customer feedback program in place, let alone understand the roles they play in the success of the program.

This is why internal communication of your Voice of the Customer Program is just as important as the communications you send externally to your customers.  To help maximize your investment and reap the greatest benefits from your program, we recommend a few simple best practices:

1)    Announce your Voice of the Customer program formally to the entire company through a communication (email or letter) from the President or CEO. This shows the program is supported at the highest levels in your organization. In the letter, be sure to outline the goals and objectives of the program, as well as the roles individuals can play in the success of the program. 

2)    Management should also share results on a periodic basis and provide the team with improvement suggestions and coaching where needed. This should be done on a macro level (sharing high-level results across the company) as well as a micro level (sharing relevant specific results with people that touch customers individually).

As with any relationship, at home or at work, communication is essential for success.  Sharing tangible, relevant and specific results help bring your Voice of the Customer program to life and motivate everyone to participate in improving customer satisfaction and loyalty.