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How to Select Voice of Customer (VoC) Metrics for Effective Surveys

Designing an effective survey is crucial for collecting valuable insights that can enhance the customer experience. Choosing the right Voice of Customer (VoC) metrics is vital in achieving meaningful results. Here, we outline the four fundamental principles to follow when selecting your metrics, a concept inspired by Bruce Temkin’s approach. Understanding and implementing these principles will help maximize response rates and ensure you derive the most value from your surveys.

1

Consistent Metrics Across Touchpoints

Why It Matters:

Consistency ensures that you can compare results across different customer interaction points, such as call centers, online portals, or in-store visits. This allows for a true "apples to apples" comparison.

How to Implement:
Use identical questions where possible across various channels.
Standardize rating scales for uniformity (e.g., always use a 1-10 scale across surveys).
Align metrics with core business goals that span all touchpoints.

Continuous Metrics

Why It Matters:

Stability in your metric selection enables you to track changes and trends over time without the noise introduced by constantly changing what you measure.

How to Implement:
Establish baseline metrics that will remain in use for the long term.
Periodically review, but do not frequently change, core metrics unless there is a strong reason.
Keep historical data to monitor trends and changes.

2

3

Impactful Metrics

Why It Matters:

Focusing on questions that drive actionable insights ensures that your surveys are useful and respect your customer's time, which can lead to higher response rates.

How to Implement:
Include questions that address key areas of improvement known to enhance the customer experience.
Regularly review metrics to ensure they remain relevant and actionable.
Tailor questions to specific customer journeys—only ask questions that provide data useful for decision-making.

Integrated Surveys

Why It Matters:

Seamless integration with backend systems (e.g., Salesforce, Genesys) provides context and additional insights, reducing redundancy in questions and enhancing the understanding of customer interactions.

How to Implement:
Integrate customer data systems with survey platforms to eliminate unnecessary questions (e.g., asking why a customer called when you already have that information).
Use metadata and CRM insights to pre-populate known information, making surveys more personalized.
Ensure survey results are fed back into your systems to inform broader business strategies.

4

Additional Tips for Successful Surveys

Keep It Short
and Simple
Lengthy surveys deter completion. Aim for focused, concise questions.
Optimize
Timing
Send surveys when customers are most likely to respond, such as shortly after an interaction.
Incentivize
Participation
Consider offering small incentives to encourage survey completion without biasing responses.
Pilot Test
Your Survey
Conduct a trial run with a small audience to identify any issues before a full rollout.

Applying these principles will create a well-structured VoC survey process that yields insightful data while respecting customers' time and engagement. This approach empowers you to make informed changes that enhance the customer experience and drive business success.

How to Select the right VoC Metric
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