Capture Voice of Customer (VOC)

The Scope –

The client wanted to develop a comprehensive model of capturing the voice of customers continuously. Detailed objectives of the research included.

  • Listen to the customer and CAPTURE his / her PAIN
  • Understanding need gaps and suggestions to improve
  • Get process Insights
  • Highlight best Practices of Competition vis a vis Client

The Methodology –

  • Pareto exercise was used to identify the customer pain points, and a list of pain areas was prepared. E.g., Billing problems, network issues, etc.
  • Pain point to be studied were picked up from this list in a way that one pain area was covered each month.
  • The target group were the customers of the client – who had visited the retail store or called at the call center in last one week for the pain point selected for the month
  • Competition customers were interviewed through exit interviews at competition stores.
  • The geographies included the 23 telecom circles in India.

The Outcome –

  • Kano analysis was used to do a customer need prioritization.
  • The study helped the client to draw up a detailed, actionable strategy by listening to the voice of their customers.
  • The study also highlighted the best practices done by the other competent service providers to resolve the same pain points.
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