SAAS Properties. Elevating Customer Experience (CX) with an Integrated VOC Strategy

Context, Approach & Methodology

The VOC strategy was designed to capture customer and broker feedback using a variety of techniques and metrics. The primary components included:‍
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CX Metrics Used:

• Net Promoter Score (NPS)
• Customer Satisfaction (CSAT)
• Customer Effort Score (CES)

VOC Techniques:

• Surveys
• Customer Interviews
• Focus Groups
• Feedback Forms
• Conversations with Customer-Facing Employees
• Social Media Monitoring
• Live Chat Analysis
• Website & App Behavior Tracking
• Recorded Call Data
• Online Review Platforms

Groundwork

‍The groundwork for the VOC strategy involved multiple coordinated efforts across different departments to ensure thorough implementation and integration of feedback mechanisms. Key groundwork elements included:

1. Cross-Departmental Collaboration:

• Worked closely with the Call Center, Sales, Marketing, Post-Sales, Community Management, and Facility Management teams to ensure alignment in feedback collection processes.
• Established specific roles for each department to ensure data was collected consistently and effectively across all customer touchpoints.

2. Research and Benchmarking:

• Conducted a review of industry best practices for VOC programs to identify successful strategies that could be adapted for SAAS Properties.
• Benchmarked the company’s existing feedback mechanisms against competitors and industry leaders to pinpoint gaps and opportunities for improvement.

3. System and Tool Setup:

• Integrated feedback collection tools such as surveys, live chat analysis, and social media monitoring systems into existing workflows to streamline the process.
• Developed two system maps to manage and centralize data from multiple channels, ensuring all feedback was securely stored and easily accessible for analysis.

4. Training and Preparation:

• Provided training to customer-facing employees on how to engage in meaningful feedback conversations with customers, ensuring the feedback collected was valuable and actionable.
• Created instructional materials and held workshops for team members on how to monitor and analyze feedback from digital platforms like websites, apps, and recorded calls.

5. Pilot Testing:

• Launched a pilot VOC program across select customer touchpoints to assess the effectiveness of the feedback collection techniques and make necessary adjustments before full-scale implementation.
• Gathered early feedback from the pilot phase to refine the VOC processes, ensuring they were tailored to meet SAAS Properties’ specific operational needs.

Results

• ‍VOC Strategy: The VOC strategy provided a structured approach to capturing and analyzing customer and broker feedback.
• ‍Closed-Loop Process: Ensured that feedback was not only collected but also acted upon, with clear communication back to customers.
• ‍Actionable Insights: Enabled SAAS Properties to identify and address key issues, improving overall customer experience and satisfaction.