Magazine article CRM Magazine

Mobile Disruption Alters VoC Programs: Temkin Research Uncovers Five Cs for Mobile Voice-of-the-Customer Initiatives

Magazine article CRM Magazine

Mobile Disruption Alters VoC Programs: Temkin Research Uncovers Five Cs for Mobile Voice-of-the-Customer Initiatives

Article excerpt

As mobile technologies continue to transform how companies and customers interact, companies will need to rethink many aspects of their voice-of-the-customer (VoC) programs, analysts at the Temkin Group recommend.

"Current efforts don't take into account how mobile differs from other channels. Mobile is a much more personal channel because people take their devices with them everywhere," says Jen Rodstrom, a customer experience transformist at Temkin Group. "Many companies' VoC programs focus primarily on the collection and analysis of customer feedback. They don't focus on how to drive actions and outcomes that support the customer's goals and the company's business objectives."

Businesses, she adds, "frequently make the mistake of taking existing surveys and simply reformatting them to be mobile-responsive." To engage customers and garner valuable feedback through mobile devices, companies need to design surveys with a significantly different look, feel, and strategy than the ones they use in other channels.

To be truly mobile-friendly, surveys need to abide by what Temkin Group refers to as the "Five Cs of mobile VoC disruption." They include the following:

* Condensed. Mobile devices have small screens, and consequently, customers expect communications in this channel to be brief. Companies should also minimize scrolling, use slider bars instead of radio buttons, and incorporate simple icons, such as happy/sad faces or thumbs up/thumbs down.

* Comprehensive. Mobile devices allow customers to provide more than just numbers and text in their responses; they can include rich media, like images, video, and audio.

* Current. Because people carry their devices with them at all times, customers can share their feedback with companies as experiences occur.

* Conversational. Because mobile devices are a medium for instant two-way communication, customers expect a prompt response when they provide feedback through this channel.

* Contextual. Mobile devices provide metadata--such as geolocation, device type, or browser--that can be valuable for better understanding the circumstances that impact customer feedback.

The report also identified three stages in companies' mobile VoC evolution.

First is a mobile-enabled VoC program in which companies set up the foundation and strategy for collecting and using mobile insights. …

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