Voice of customer (VOC) solutions become increasingly sophisticated in capturing and analyzing customer feedback as part of call center analytics. The demands for enhanced mobility and accessibility round out companies’ requirements for truly comprehensive VOC programs. Rapid changes in mobile technology and the growing number of customers who prefer to communicate via their mobile devices are fueling these demands.

Increasing Need for Mobile VOC Solutions

Underscoring this trend is a recent study conducted by Portio Research. According to the independent research company’s Mobile Factbook 2013, “The worldwide mobile subscriber base is expected to reach 6.5 billion by end-2012, taking global mobile penetration to approximately 92 percent” and will “reach nearly 8.5 billion by end-2016. With these kinds of numbers, it’s no surprise that demand for a high level of mobility in VOC programs across industries and platforms are only reinforced.”

In addition to increased mobility, companies also need to be able to easily and efficiently centralize customer interaction information into a single view to prevent breakdowns in communication caused by segmented, siloed information. Because companies will now be receiving input via mobile platforms, they need to establish a way to organize all information, allowing them a complete overview of customer feedback. Optimally, decision makers should be able to instantly access and share real-time insight that allows users to organize data and reports side-by-side as well as determine results and monitor business metrics.

Mobile VOC Benefits

Mobile VOC allows your organization to gather immediate and convenient customer feedback in real-time and in conjunction with their experience or transaction, such as a service call, retail purchase, or visit to the bank, through the customer’s preferred channel.

A well-designed, comprehensive mobile VOC solution should enable you to:

• Optimize surveys for mobile devices, capture customer feedback anytime and anywhere by easily deploying mobile surveys offline or online using the mobile browser, or SMS, in device-friendly formats, on a range of mobile devices.
• Use mobile reporting to make fast, impactful decisions by analyzing survey response data on your mobile device in real-time.
• Take advantage of mobile offline surveys by collecting feedback and securely syncing with the Web app when connected, enabling you to conduct surveys at conferences, sporting events, and more.
• Increase response rates with SMS, instantly connect with customers by sending/receiving single survey questions, bulk messages, and reminders, or using short codes and keywords to trigger surveys.
• Identify and act on issues, monitor the progress of surveys and respondents, and share up-to-the-minute insight with stakeholders from your mobile device to optimize operations and customer satisfaction.
• Achieve high response and completion rates.

Additionally, and critical to gathering helpful feedback from customers to transform into actionable solutions, is a well designed, yet simple and easy-to-use survey. Types of questions include Yes/No, True/False, Choose One, Select All That Apply, and Ranking questions. Example questions include:

• How satisfied were you with today’s experience? (Ranking)
• My issue was resolved. (True/False)
• The agent…. (Select All That Apply)
• My hold time was less than 5 minutes. (Yes/No)
• I feel that the agent could have done more to resolve my issue. (True/False)

Remember that your survey is looking for feedback from your customers on specific areas, so don’t include questions that receive answers you cannot use. If you’re not interested in learning about how customers feel about your agents, do not include questions regarding agent performance.

For more information on how KOVA can help your organization deploy a comprehensive mobile VOC solution, contact our team of experts for a complete needs assessment.