Most corporate leaders know that it costs more to find a new customer than to grow an existing one, yet they operate by a mantra that says, “We always need more new customers!”  Studies show that customer attrition can run between 12% and 15% in any given year depending upon the industry. A Voice of the Customer / Customer Feedback Program is a required element of any business, and when properly executed, can result in extraordinary ROI for any organization by not only reducing customer attrition, but also improving growth rates.

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The Chapman Group’s LoyaltyProfessional™ team of experts works in collaboration with your team to establish your VoC Program:

  • Goals, objectives and program success measures
  • Process for launching customer feedback surveys and the frequency at which they will be launched
  • Sample / Participant database – a 3x3x3 (high, wide and deep) representation of the customer to be able to obtain data points from all management levels and  functions with whom your organization works with on a daily, monthly, quarterly and/or annual basis
  • Survey questions – a combination of both performance and commitment indicators, ensuring that the survey output is actionable
  • Action plan – a combination of short and long-term activities (i.e., tactics and strategies) based upon the feedback from your customers
  • Process for “closing the loop” and reporting on the results both internally to program stakeholders and externally to the customers themselves

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