Actioning Customer Data for VoC Success

Amelia Maye, Voice of the Customer (VoC) lead at superannuation and pension fund AustralianSuper, shares why she believes automation is the future of VoC initiatives after her session at CXN Live: Voice of the Customer APACCXN Live: Voice of the Customer APAC

What has been the CX success you are most proud of in your career around tapping into consumer insights?

AM: During the first Covid-19 lockdown in Melbourne, I worked to re-platform our entire customer experience and VoC program.

I worked in collaboration with our contact center to understand and optimize the triggers for customer surveys and worked with our analytics team to see what the true volume of customer feedback was, to uncover any hidden sources. As a result, we now have a very strong initiative, with 19 different VoC surveys currently running, and we now manage to gather hundreds of thousands of customer responses per year.

What is your golden rule for actioning customer feedback data to optimize customer experience and loyalty levels?

AM: There are many rules, but the golden rule for me is making sure your VoC processes are automated as much as possible. You cannot rely solely on yourself, your team, or other stakeholders to manually go through feedback data and identify points to action. Insights should be sent directly to those in the business that need to action them.

We are currently experimenting with an automated process for customers who report bad experiences. Previously many of those experiences would have been picked up on an ad hoc basis and addressed. Now, we have integrated text and sentiment analysis so when concerns are flagged, a ticket is automatically created and that ticket goes directly to a member of staff who can action it.

Additionally, CX practitioners need to track and demonstrate the return on investment (ROI) of implementing such initiatives. There is a misconception in many corporations that VoC programs is something extra on the side of core business necessities. If you can prove that the VoC initiatives contribute to less customer churn, you can calculate the dollar sum it has saved the business.

To discover more about how to action customer insights for CX success, read CX Network's comprehensive guide, 'What are consumer insights?'.