Voice of Customer Software
Get crucial revenue intelligence and market intelligence from your customer’s voice.
Record and analyze your sales reps calls for meeting intelligence, market intelligence, customer queries, and feedback
Before you can even go ahead, listening to your customer pain point is the starting point for any business. What solution can you provide if you don't know the problem?
It is where Voice of Customer( VoC) comes into play. Voice of customer answers questions like what messaging resonates with customers, the new market trends, competition data, and a lot more. It is more of the Holy Grail for any business.
63% of consumers expect businesses to know their unique needs and expectations, while 76% of B2B buyers expect the same thing - Salesforce
Using the Voice of Customer solution, you can unify the individual, team, and business goals towards one goal that is customer satisfaction. It helps build up crucial market intelligence, which is not just beneficial for you as a business but also for the entire community. And we all know the impact of customer satisfaction on revenue.
“Companies with a customer experience mindset drive revenue 4-8% higher than the rest of their industries.” - Forbes
Before we can get more into the impact of VoC, let us understand what exactly it means.
What is the Voice of Customer?
Voice of Customers is a program or a solution that extracts customers’ feedback, queries, pain points, and issues. It is woven or integrated with the customer engagement platform to track changing marketing trends, buyer’s changing trends, customer insights, and even competitive intelligence.
And this data can only be extracted by recording and analyzing all customer-facing calls, whether your sales calls, customer success call, customer support or feedback call.
Every business studies the data to analyze the difference between customer expectations and actual experience. You can then use this data to further develop or add features to the solution or change processes. You can even uncover the pricing trend of the market. It is very much crucial in those initial days of any business. Business studies the data to create an experience that the customers do not forget and eventually become the brand's evangelists. We all know there is no better brand ambassador than your own customers.
Why is Voice of Customer crucial for a business?
Voice of Customer enables not just acts as a guiding torch for marketing but for the entire business. From setting up the toFu content to boFu content, everything has to be based on customer insight to be persuasive. Let us look at what all Voice of Customer solutions can help with:
In the above scenario, we get why it is important for sales reps and teams. Let me show you why it is crucial for the overall business with the real story of American express.
◼️ Marketing Messaging
With access to the voice of customer solutions for your business, your marketing can align their marketing messaging and create content that actually resonates with customers. And bring in CRO activities that would actually help convert potential customers. The marketing team can create specific personas and build content during every stage of the buyer’s funnel to help the sales team in attaining their targets.
◼️ Collaboration
VoC cannot function without the true collaboration of all teams; sales, product, customer success, customer support, and finance.
Using VoC solution gives sales reps a direct view of customers’ needs to the entire team and enforces collaboration.
Moreover, for complete VoC, the solution should be integrated with all customer-facing calls and post that insight of the calls shared with the entire company.
◼️ Product R&D
If you don’t know what the customer really wants, how can you create a selling solution?
The product team can go through customers’ feedback, general complaints, general queries and develop the product that customers can’t stop talking about by using the voice of the customer. Ferrari never markets its product, wondered why?
Because their product buyers and their product is the best evangelist of their product. They don’t need to market their product.
◼️ Forecast Crisis
VoC gives a granular view of all calls and deals on the table. You can use this data to catch any early crisis in the deal and help your sales reps in winning the deals. It even helps understand the changing buyer’s buying behavior and adds future business value to tackle it.
◼️ Aligning Business Goals
Voice of customers is one of the main benefits is it helps align business goals for the company’s teams. As it focuses, the entire team collaborates and functions as a unit rather than functioning as a separate business entity. VoC Shows the business what exactly their customers need and helps align the business goal towards being more customer-centric.
◼️ Creating a customer-centric Sales pitch
By recording and analyzing customer calls by enabling a VoC process, you can see for yourself what pitch actually works, what are the do’s and don’t of a sales pitch, tackle different questions efficiently, and a lot more. And by using this data you can create a sales pitch that actually speaks to the customers.
◼️ Training Sales Reps
VoC’s are a great sales training tool as well. You can create sales playbooks by saving customers’ calls and sending them to the new hires. This technique helped one of our clients, Place, reduce their ramp-up time for new hires by half.
Your non-performing reps can even check what the top performer of your company doing differently and use it to improve their own performance is.
◼️ Increase Cross-selling and up-selling
Gartner’s recent research discovered that collecting customer feedback can increase upselling and cross-selling success rates by 15% to 20%. That is precisely the function of VoC. By analyzing sales calls, you can discover opportunities that were missed in the initial discussions.
◼️ Provide Excellent Customer Experience
Did you know nearly three out of five consumers report that good customer service is key for them to feel loyalty toward a brand? As we discussed, VoC helps align business goals by focusing on customer insights and analyzing customer engagement. And when your product and services are aligned towards customer satisfaction, why won’t customer retention increase?
Now that we know why Voice of Customer is so crucial for any business. Let’s see how you can implement it.
Approach to capturing customer’s voice
Implementing a Voc for your business can sound a little scary. The whole process can be divided into 3 steps:
1. Record
The first step for VoC is recording all sales engagement. VoC is integrated with all customer engagement platforms to record and transcribe all conversations. Listen to these conversations; they are the key to unlocking customer loyalty.
The information gathered at this first step will determine the success of the whole process. You can even encourage your sellers to ask for feedback or any complaint the customer is facing. Remember, the goal here is to understand your customer’s needs, and without recoding all customer-facing teams, it cannot be completely achieved.
2. Analyze Calls
Now that you have all the information you need, but going through this plethora of recordings would take hours and hours. VoC does for you now to analyze the entire conversation for topics discussed, customer queries, feedback, complaints, and any actionable item discussed. So, that you don’t have to sit for hours analyzing the calls, you can instead review the call data in a few minutes.
It even highlights the sales performer’s soft skills, so you can even analyze your rep’s call in a few minutes.
3. Collaborate
Now that you have the analyzed report of the customer’s call, what should be the next step?
Convin disseminates the report to various teams in the organization. You yourself can provide help when the deal is still on the table in the area you think a push would help, your product team can work on the R&D of the product for better customer satisfaction, and your marketing team can create content that would help for the next steps of the deal
Why use Convin to unlock Voice of Customer?
Recording and analyzing customers’ engagement has always been difficult. But with Convin, the whole process becomes as easy as putting butter on a toast.
And the best part is it can be onboarded within a few hours, and signing up is as easy as signing on Spotify.
Convin seamlessly integrates with your calendar, Dialer, cloud telephony system, and video conferencing platforms and records all conversations. And post that analyzes the call for customer’s insights and your seller’s soft skills and overall performance.
Convin highlights the call insights and shares with the entire organization, and even pushes the data on CRM without any human intervention.
By using Convin’s Voice of Customer solution, your team keeps their focus on the real goal - Revenue. And leave the call recording, note-taking, and analyzing to Convin.
How does Convin’s Voice of Customer Work?
Convin’s Voice of Customer unlocks customer’s insights in these easy five steps:
Step 1: Integrate
Convin easily integrates with your calendar, diallers, cloud telephony system, video conferencing platform, Slack, CRM - basically your entire sales stack
Step 2: Record
Then it starts eavesdropping on your conversations and even records them - how shameless?
Step 3: Transcribe
After recording the call, Convin transcribes the entire conversation - that means no more note-taking.
Step 4: Analyze
Convin analyzes and then highlights for you the call insights; topics discussed, queries, feedback, call performance score, soft skills, actionable items, etc.
Step 5: Share
Remember the integration with your Slack and CRM?
After creating the call report, Convin pushes the data automatically to the CRM and shares the call report with the team on their email and Slack.
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