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Article : 5 Ways to Improve Your Voice of the Customer Programme

#contactcenterworld, @Calabrio

As CX tops the business agenda, there’s never been a better time to master the art of listening. Jade Turley at Calabrio shows us how with a simple step-by-step guide.

Delivering the right customer experience (CX) is typically a top priority for businesses for good reason. According to international outsourcers CGS, 80% of consumers feel more emotionally connected to a brand when customer service solves their problem and 30% of consumers are willing to pay more for excellent service, a 6% increase over 2019. As a result, improving service levels is the top goal for 38% of contact centres in 2022.

There has never been a better time to truly listen to customers. Enhance and future-proof your customer service strategy with an effective Voice of the Customer (VoC) programme that captures, analyses, and reports on all customer feedback. At the same time, help transform your agents into brand guardians with the power to influence customer perceptions of your products and services. After all, 97% of consumers say customer service interactions have an impact on customer loyalty.

5 Ways to Improve Your VoC Programme

Follow these tips and techniques to stay one step ahead of the competition:

  1. Start with the basics—even the most advanced VoC strategies benefit from agent commentary so listen to your front-line team. After all, they know your customers best and often notice ongoing issues before their managers. Introduce easy-to-use platforms for agents to share critical, evolving issues in real-time.

    Next, understand why customers are contacting you in the first place to highlight crucial improvement opportunities. It need not be a complicated affair. Three or four agents keeping written notes of popular reasons for contact are sufficient for smaller contact centres whereas large, complex operations might require more intelligent processes, such as ticket tagging and contact categorisation along with intelligent, automated technology to match.

    For example, speech analytics can indicate repeated phrases used in customer conversations to identify new or common failures within particular customer journeys. Meanwhile, sentiment analysis is able to predict customer emotions after a contact. If the emotion is negative, contact centres can proactively reach out and make amends.

  2. Get to the heart of the problem—map out specific customer journeys and use VoC research to pinpoint moments that matter. At these vital touchpoints, get to grips with the people, processes, and technology involved in supporting the customer. Then, design new solutions. Focus on quick wins that bring instant value such as setting up proactive alerts and reach-outs, self-service, and online content enhancements, or coaching and policy changes. Above all, be collaborative and encourage other departments to join in. They may offer alternative solutions to improve customer outcomes, producing a win-win situation.

  3. Gain insight across the entire customer journey—by gleaning information from an array of sources, not just endless surveys. Consider indirect feedback sources such as data and metrics from other departments, conversation recordings and transcripts, social listening and reviews on third-party sites, and customer actions on your company website.Why not introduce an AI business intelligence (BI) solution to evaluate 100% of interactions? This brings a wealth of insights to help craft new responses and develop efficient processes that resolve customer issues. By collecting and structuring data from across the whole business, BI solutions quickly convert customer feedback into visually appealing information, highlighting new customer trends. This provides a single source of truth which every department can use to deliver better customer experiences.

  4. Reduce intensity—dissatisfied customers often begin their interaction with an angry intensity. If agents gradually bring this down during the early stages, they can naturally calm the customer. To do so, coach agents to match the customer's pace, volume, and tone at the beginning of every conversation and slowly relax the intensity of each. That way, customers are more likely follow their lead. Store and flag examples where agents use this technique well within an automated performance coaching system. This is excellent for equipping trainers with the tools to teach this method to other agents including new joiners.

  5. Acknowledge, empathise, and refocus—when a customer vents their frustration or is angry, it is easy for agents to become flustered and forget the first rule of customer service—to listen closely. Keep agents calm and composed by reviewing interactions with dissatisfied customers and offering resilience coaching. Discuss what the agent did well and isolate best practices.

    Typically, these include showing acknowledgement and empathy:
  • Acknowledgement is not just saying, "I’m sorry for the inconvenience." Instead, the agent must take time and refer back to the issue. As an example, perhaps the problem is a late delivery. In this case, the agent could reply, "Late deliveries are not acceptable."

  • Follow this up with empathy. Tailoring a statement, such as, "It sounds very frustrating," to the situation often works well, allowing agents to clarify that they were listening closely and are human too.

  • Then, focus on the positive and the resolution. The phrase: "Let's see how we can put this right," may do the trick.

Blend process and technology with the right training to build an effective VoC programme.

#contactcenterworld, @Calabrio

About Jade Turley:
Jade Turley is Senior Business Intelligence Consultant at Calabrio

About Calabrio:
Company LogoThe digital foundation of a customer-centric contact center, the Calabrio ONE suite helps enrich and understand human interactions, empowering your contact center as a brand guardian. We maximize agent performance, exceed customer expectations, and boost workforce efficiency using connected data, AI-fueled analytics, automated workforce management and personalized coaching. Only Calabrio ONE unites WFO, agent engagement and business intelligence solutions into a true-cloud, fully integrated suite that adapts to your business.
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Today's Tip of the Day - Beware Of Techno Babble & Jargon

Read today's tip or listen to it on podcast.

Published: Wednesday, December 21, 2022

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2023 Buyers Guide Automation

1.) Agara

Agara is an autonomous virtual voice agent powered by Real-time Voice AI. It is designed to have intelligent conversations with your customers, vendors, and partners without any assistance from human agents. It can handle a wide variety of calls including inbound customer care calls, outbound lead generation calls, appointment scheduling calls, and overdue payment recovery calls.

Agara is available for several industries including banking, insurance, retail, e-commerce, airlines, and telecom. Powered by advanced Real-time Voice AI that understands speech in real-time, automatically determines the right process to follow and guides the caller along in the process with natural conversation.


EVA Voice Biometrics
Powered by Auraya's patented ArmorVox engine, EVA is a voice biometric extension that provides secure and seamless identification & verification capabilities for Amazon Connect. EVA provides delightful customer experience by removing the friction of providing PINs, passwords or secret information in order to prove caller identity. EVA comes standard with active and passive modes and a simple yet powerful agent interface. This allows for personalised self-service and a more friendly and efficient experience when interacting with an agent.

Outdated security methods such as PINs, passwords and security questions have become insecure and unreliable. Forgetting passwords and security answers o...
(read more)

Call Adapt

Soundboard Software
Call Adapt is a cloud-based digital soundboard application designed for contact centers. It works with any type of call and integrates with your existing dialer system. Powered by smart audio technology, Call Adapt gives your agents the ability to converse with customers in real time using programmed keyboard shortcuts. The result is perfect pitch delivery and less time spent on repetitive tasks.


Cognigy is a global leader in Conversational AI Automation. Its platform, Cognigy.AI, enables enterprises to automate customer and employee communications using intelligent voice and chatbots

Consilium Software

Consilium UniCloud™
UniCloud™ is an intuitive platform that allows Enterprises to deploy and manage their Unified Communication (UC) and Contact Center (CC) services with ease and entire provisioning can be completed in seconds using this comprehensive tool supporting digital transformation. The latest release 7.0 of UniCloud™ is a multi-tenant platform that transforms the delivery, management, and integration of collaboration and contact center solutions, for both Cloud and On-Premise deployment models.
With its single-pane-of-glass views and quick provisioning tool, UniCloud™ is instrumental in reducing the time to provision an entire multi-cluster Cisco collaboration platform, including contact centers (C...
(read more)

eGain Corporation

eGain Solve
Proven, Easy, and Guided Journey to Automate Customer Engagement in a Digital+AI World


Automated Language Testing
Emmersion offers automated assessments to quickly and accurately test speaking, writing, and grammar fluency in 9 languages and counting. We help contact centers improve CSAT scores by screening for top talent and retaining top performers.

OpsTel Services

The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Perfor...
(read more)

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