You've sent out a customer survey, now what?

How Voice of the Customer Interviews Can Enhance Your Customer Research

You've sent out a customer survey and received feedback. You have everything you need to calculate your NPS and churn rates — so you're done, right? Not so fast! A customer survey should not be the end of your research efforts. Now it's time to start conducting voice of the customer (VoC) interviews.

What is a VoC Interview?

A VoC interview is a one-on-one interview with your current customer. The purpose is to have a conversation about their experience with your product or service. You can then use these insights to create an actionable business plan. VoC interviews are often skipped over, but they are a critical piece of your ongoing success and growth.

How Can VoC Interviews Support Your Survey Data?

1. Quantitative data is a good baseline, but VoC interviews let you dig deeper. Your survey data tells you how your customers are feeling, but a VoC interview reveals why they feel the way they do toward your brand.
2. Survey questions are subjective; VoC interviews can clear up misunderstandings. Asking customers for feedback on a scale of one to ten is great for quantifying preferences, but the scale isn't very objective. VoC interviews allow customers to explain the reasoning behind their survey answers.
3. Following up shows you care. You can show your customers you are listening by following up on their open-ended comments through a more comprehensive VoC interview.

How Can VoC Interviews Help You Go Beyond NPS?

1. Pulse-check expectations versus deliverables. Your customers will want you to know when their expectations aren't being met. Having a third party conduct your VoC interview is always a good idea when it comes to gaining honest opinion.
2. Identify and communicate new opportunities. VoC interviews are a perfect time to identify and educate customers on opportunities for expansion, keeping them satisfied as their business grows.
3. Identify and manage risk. Are your customers' eyes wandering? VoC interviews can reveal competitive risks and inform future product roadmap planning.

How Can VoC Feedback Be Used for Future Marketing?

If a customer expresses satisfaction during their interview, ask if they're willing to be quoted as a referral for future marketing collateral or to be an ongoing customer reference for new sales engagements. A positive VoC interview now can affect your sales deals far into the future.