Thank you to everyone who joined our insightful webinar on Voice of Customer (VOC) and its integration into Gainsight’s strategies! We explored the essential components of a VoC program, including its benefits and how to implement one successfully at scale.
KEY TAKEAWAYS
1. What is Voice of Customer?
The VoC program focuses on gathering, analyzing, and acting upon customer feedback to enhance customer success. At Gainsight, it integrates with our core values, especially "Success for All" and "Shoshin" (beginner’s mindset), allowing us to learn and grow from our customers' input.
2. Survey Methods for Feedback
We discussed three critical feedback mechanisms that companies should consider:
- Customer Effort Score (CES): Measures how easy it is for customers to use your product, crucial for understanding onboarding and new features.
- Customer Satisfaction (CSAT): Captures satisfaction on specific interactions, often used in support engagements.
- Net Promoter Score (NPS): Measures the likelihood of a customer recommending your product to others, providing a broad view of customer satisfaction and brand loyalty.
3. Building an Effective VoC Program
- Start small and grow. When we rolled out our NPS survey to end users, we targeted a small segment first, refining our approach before scaling up.
- Ensure you have the resources to follow up on feedback. If customers feel their feedback is ignored, you risk losing their trust.
- Use automation to help scale, but make sure your follow-up is personalized and relevant to the feedback.
4. Utilizing Feedback to Drive Change
VoC isn’t just about collecting feedback; it’s about acting on it. We’ve seen shifts in our priorities based on NPS data—for example, focusing on simplifying the experience for admins or improving the user interface for end users.
5. Gainsight's Approach to Scaling Customer Success
Our Ops and Scale team works across three main areas—Lifecycle Programs, Experience Programs, and Pooled Customer Success. Together, they create feedback loops, allowing us to address issues before they become major pain points and ensure proactive customer engagement.
6. Gainsight’s NPS Journey
We’ve evolved our NPS process over time, starting with manual follow-ups and progressing to Slack integrations where we can quickly swarm around feedback. As we’ve grown, we’ve also sliced the data to understand different personas, such as Admins, Execs, and End Users, and tailored our strategies accordingly.
7. Practical Tips for Your VoC Program
- Launch with the goal of addressing 80% of your customer base, then iterate.
- Learn from the feedback to become directionally accurate, even if it means sampling.
- Evolve constantly, refining your program based on insights.
CONCLUSION:
A successful VoC program is about more than just sending surveys; it’s about listening, learning, and acting. As you build or refine your VoC initiatives, remember that it’s a journey—one that requires constant iteration and alignment with your company’s values and goals.
Thank you again for your participation and valuable insights. We look forward to seeing you at our next session!
Stay connected: If you have any questions, feel free to reach out on LinkedIn or during our future webinars!