Voice of the Customer:
Developing a Systematic Listening/Feedback System
September 26, 2008
A call center agent will interact with more customers in a singe week than most employees will touch in their entire career. Therefore, who could be better to listen to the customer's input, assimilate it and feed it back to the rest of the enterprise? The challenge is to effectively listen to the customer not just about the contact issue at hand, but also product likes/dislikes, wish lists, competitive data, etc. Then it must be collated into useful reports that can be shared with the appropriate departments throughout the enterprise in a way that is accepted and not viewed as "finger pointing" when it is negative. Acting upon the needs and desires of customers is a critical factor in competitive success.
Seminar attendees will learn to:
• Identify the internal clients of the call center and what information they need from external customers.
• Outline opportunities to become the conduit for the "voice of the customer" to the entire enterprise.
• Identify methods that will enable constructive feedback without the risk of "finger pointing".
• Identify the metrics and measures to put in place to ensure effectiveness as well as efficiency.
9/26/2008 2:00 PM EST
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